Product co-development in an emerging market: The role of buyer-supplier compatibility and institutional environment

 

Time：March 31th (Thursday) 10:30 -12noon

Location: Zhifuxuan, National School of Development, Peking U.

Speaker: Jeff Wang, Assistant Professor of Marketing, City University of Hong Kong

          Jeanine Chang, Postdoctoral fellow, City University of Hong Kong

         

Abstract：

In emerging markets, supply chains increasingly serve as critical value chains through which ideas, practices and knowledge flow to and from suppliers and buyers. Drawing on buyer-supplier collaboration literature and organizational learning theory, we examine the antecedents and underlying mechanisms of product co-development. Due to emerging markets’ unique institutional environments, we further investigate how government intervention and guanxi importance moderate supplier-buyer collaborative outcomes. Dyadic data from 323 supplier-buyer pairs in China largely support our theoretical framework. Partners’ knowledge commonality has a curvilinear (inverted U-shaped) relationship to product co-development, whereas goal compatibility has a positive impact on product co-development. Mutual learning partially mediates the main effect. Furthermore, government intervention weakens the positive effect of mutual learning on product co-development whereas guanxi importance strengthens this relationship. This research provides fresh theoretical and managerial implications to supply chain collaboration in emerging markets.

 

嘉宾简介：

Dr. Jeff Wang is an assistant professor of marketing at City University of Hong Kong. He received his PhD from University of Arizona. Jeff has published in various top-tier journals, including Journal of the Academy of Marketing Science, Journal of Retailing, Journal of Consumer Affairs, Journal of Consumer Culture, Journal of Business Research, Journal of Advertising Research, Journal of Public Policy and Marketing, Journal of Macromarketing, among others. His main research areas are marketing strategy, consumer culture, branding, and marketing channels. He has received multiple research grants from NSFC, GRF and SRG.

 

Dr. Jeanine Chang is a postdoctoral fellow at City University of Hong Kong. She received her PhD in Marketing from City University of Hong Kong. Jeanine has published in top-tier journals, including Industrial Marketing Management, Journal of International Marketing, and Asia Pacific Journal of Management. Her main research area is marketing strategy, knowledge and innovation, corporate social responsibility, and marketing channels. Jeanine will be joining International Business School, Shenzhen University in the summer of 2016 as an assistant professor.