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The Relationship Research between Distribution Channel Social Capital, Marketing Capability and Enterprise Performance

Author: YuAiFeng
Tutor: MoYan
School: Zhejiang University of Technology
Course: Business management
Keywords: Social capital Distribution channel social capital Marketing capability Enterprise performance
CLC: F224
Type: Master's thesis
Year: 2011
Downloads: 70
Quote: 0
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Abstract


The Economic globalization and the rapid development of technology make the market competition rising. More and more enterprises have already realized, to exist and development in the competitive market conditions, it is far from enough rely solely on its own resources and capability they also need to get the resources from the network to train and improve their competitiveness. The distribution channel network is an important part of the enterprise network, connecting the manufacturers and consumers , play an important role in improving the enterprise performance. This article summed the past research, build the theory model: social capital of distribution channel- marketing abilities-organizational performance based on the three dimensions of social capital, to discuss the relationship between the three dimensions of social capital, marketing capability and business performance.Focusing the manufacturing enterprise,use the questionare survey study to collect the data, there is effective form of 208 in the totel survey of 278 and the effective rate is 74.8%. In data processing,the theoretical model and hypotheses were analyzed empirically by use of SPSS 15.0. The hypotheses were largely supported. The main results are as follows:(1)The three dimensions of distribution channel social capital: structural dimension,relational dimension and cognitive dimension have significant positive influence on marketing capability. As regard to each social capital dimension,Network stability and the intensity,scale and shared language code have significant positive associations with Market perception and reaction capability. Norms, obligations, shared language code and similar values have significant positive associations with distribution network control ability.(2)The two dimensions of marketing capability: Market perception and reaction capability and distribution network control ability have significant positive influence on the enterprise performance.(3) The three dimensions of distribution channel social capital: structural dimension,relational dimension and cognitive dimension have significant positive influence on the enterprise performance.(4) The relationship between the three dimensions of distribution channel social capital and enterprise performance is partly moderated by marketing capability.

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CLC: > Economic > Economic planning and management > Economic calculation, economic and mathematical methods > Economic and mathematical methods
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