수급사업자의 기업가정신이 관계몰입을 유도하는 경로

• Published in: Asia Marketing Journal (Online) Vol. 13; no. 1; pp. 51 - 84
• Main Authors: 최낙환(Nak Hwan Choi), 이용균(Yong Gyun Lee), 변철섭(Cheol Seob Byeon)
• Format: Journal Article
• Language: Korean
• Published: 한국마케팅학회AMJ 2011
• Subjects: trust; transaction-specific asset investment; market orientation; 신뢰; B2B마케팅; entrepreneurship; 거래특유자산; 성과; performance; 기업가정신; 관계마케팅; relationship commitment; communication; 관계몰입; 시장지향성; B2B

It seems essential to examine the factors that may affect relationship commitment of subcontractors to parent companies in the industrial market in Korea in an effort to construct a win-win-type cooperative network among them. Lots of studies have been focusing on the consumer goods market. Relative...