국제 전략적 제휴에서 통제기구와 신뢰가 제휴의 위험에 미치는 영향에 관한 연구 : E-비즈니스 산업을 중심으로

초록

In this study, we propose and verify a comprehensive and integrated framework of control, trust and risk in strategic alliances of E-businesses. To examine the relationships among control, trust and risk in detail, we divide each construct into key dimensions. Control can be classified process, social and output control. Trust can be of goodwill trust and competence trust. Risk can be considered separately as relational risk and performance risk according to potential for opportunistic behavior on the part of both firms. We infer that process control reduces relational risk by regulating the conduct of partners and social control does it by encouraging the partner firm to lay out reasonable goal for the alliance. Output control may help to direct the attention of alliance managers to key performance measures. The results show that both process control and social control are positively related to relational risk. On the other hand, output control is positively related to performance risk. In addition, competence trust is negatively related to performance risk.

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