B2B 시장에서 부정적 평판의 기업과 거래관계를 갖게 하는 요인

초록

Aprior study concluded that companies with a negative reputation do not have long-termrelationships because they have risk factors such as trust and supply risk. However, if you check corporate transactions in recent years, you will find that they continue to do business with companies with negative reputations, and that the results of transactions are successful. This is a completely different story from the results of the preceding study, and research that can explain this phenomenon has not been carried out so far. That is why we started to do business with companies with negative reputations and to explore the causes of long-term maintenance. The purpose of this study is to figure out why the company makes a long-term transaction relationship with a negative reputation company without terminating the contract, and why the company re-contact the same company again rather than to make a new contract with another company when this contract ends.We selected samples fromcompanies with the following conditions and used themas study cases. 1) In the market, the bargaining power of the company should be similar, and 2) one of the suppliers and the purchasing company had to receive a negative reputation from consumers due to social issues. 3) Finally, the negative reputation of one company should affect another company. Examples of choices made for the study are: supply and purchasing companies supplying newproducts to the market by contracting with other companies, and it made the evaluation that the newproduct was successful internally. Themulti-case analysiswas performed by comparing each other based on two pairs of cases satisfying these conditions. Research has found that other internal and external factors, such as partner's core capabilities, trust between companies, and legal impact, rather than negative reputation, have a relatively large role in obtaining and maintaining contracts, and that contracts are maintained and resumed with the aim of establishing safeguards against reputational risks for companies thatmay arise in the future.

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