Conventional wisdom advocates firms to take market-based strategies such as developing firm capabilities and product innovations to achieve competitive advantage and superior performance. However, such market-based strategies face critical challenges when firms implement them in emerging markets, whose institutional framework is yet to establish to support these market-based strategies. This research will focuses on the unique institutional characteristics that challenge the efficacy of market-based strategies, and identifies potential ways for firms to address such challenges and develop new strategies to achieve competitive advantage.
【活动二】服务科学与运营管理学系学术讲座系列NO.10：Institutions and Opportunism in Buyer-Supplier Exchanges: The Moderated Mediating Effects of Contractual and Relational Governance 2018/04/02时间：周一下午14:00
李娟教授在国际顶尖学术期刊发表多篇论文，其中包括：Journal of Marketing, Strategic Management Journal, Journal of International Business Studies, Journal of Operations Management。同时，李娟教授也是多家国际学术期刊的编委，包括：Journal of International Marketing, Journal of Management, Journal of Trust Research。李娟教授的社会职务包括：香港研究资助局竞争性拨款评委，全球最大索引摘要资料库Scopus 商业和经济类期刊甄选评审及顾问。
讲座摘要：
Marketing channel literature has paid limited attention to institutional environments that constrain buyer–supplier exchanges, though such institutions are fundamental determinants of transaction costs. Drawing on transaction cost economics and institutional theory, this study examines how institutions (i.e., legal effectiveness and network importance) affect exchange attributes (i.e., transaction-specific assets and performance ambiguity) and governance mechanisms (i.e., contractual and relational governance), as well as how they moderate the impacts of governance mechanisms on channel members’ opportunism. Combining a dyadic survey and two secondary data sets, we find differential direct and moderating effects of legal effectiveness and network importance on exchange attributes, governance mechanisms, and opportunism. These findings offer important implications for academic research, public policy, and managerial practice.