Трансакционный и отношенческий обмен в цепях поставок: конституирующие элементы и основные факторы выбора

Vadim V. Radaev

doi:10.21638/11701/spbu18.2016.301

Authors

Vadim V. Radaev National Research University Higher School of Economics, Moscow, Russia https://orcid.org/0000-0003-0152-1396

DOI:

https://doi.org/10.21638/11701/spbu18.2016.301

Abstract

Drawing upon previous studies in economic sociology and relationship marketing, we distinguish between the transactional and the relational forms of interfirm market exchange and suggest an original typology of their constitutive elements, which are attached to the phases of the interfirm yearly contract cycle. An index of relational exchange is constructed to measure a degree of embeddedness in the supply chain relationships. Empirical data were collected by the author and the HSE research team in 2013 from a standardized survey in the grocery and non-food sectors in Russia. In total, 843 questionnaires were completed by the managers of retail companies and their suppliers. Research findings present the distribution of two types of market exchange and their constitutive elements. Prevalence of hybrid governance forms is demonstrated. Ordinal regression model is used to reveal the main factors that facilitate relational exchange.

Keywords:

market exchange, economic sociology, relationship marketing, consumer goods, Russia

Downloads

Download data is not yet available.

References

ЛИТЕРАТУРА НА РУССКОМ ЯЗЫКЕ

Авдашева С. Б., Дзагурова Н. Б. 2010. Вертикальные ограничивающие контракты и их интерпретация в антимонопольном законодательстве. Вопросы экономики (5): 110–122.

Бейкер У., Фолкнер Р., Фишер Дж. 2007. Риски рынка: продолжение и разрыв межорганизационных рыночных связей. Пер. с англ. В кн.: Радаев В. В., Добрякова М. С. (отв. ред.). Анализ рынков в современной экономической социологии. М.: ГУ–ВШЭ; 153–207.

Блум П. Н., Гундлах Г. Т., Кэннон Дж. П. 2008. Плата за торговое место: теоретические направления и взгляды менеджеров-практиков. Пер. с англ. Экономическая политика (5): 128–159.

Грановеттер М. 2004. Экономическое действие и социальная структура: проблема укорененности. Пер. с англ. В кн.: Радаев В. В. (сост. и научн. ред.). Западная экономическая социология: Хрестоматия современной классики. М.: РОССПЭН; 131–158.

Келли К. 2008. Анализ платы за торговое место на рынке продовольственных товаров: конкурентный подход. Пер. с англ. Экономическая политика (5): 160–176.

Радаев В. В. 2005. Популяционная экология организаций: как возникает разнообразие организационных форм. Российский журнал менеджмента 3 (2): 99–108.

Радаев В. В. 2009. Рыночная власть и рыночный обмен: отношения розничных сетей с поставщиками. Российский журнал менеджмента 7 (2): 3–30.

Радаев В. В. 2011. Кому принадлежит власть на потребительских рынках: отношения розничных сетей и поставщиков в современной России. М.: ГУ–ВШЭ.

Ребязина В. А., Смирнова М. М., Кущ С. П. 2013. Портфельный и эволюционный подходы к построению взаимоотношений российских компаний с партнерами. Российский журнал менеджмента 11 (3): 31–52.

Третьяк О. А. 2013. Отношенческая парадигма современного маркетинга. Российский журнал менеджмента 11 (1): 41–62.

Уильямсон О. И. 1996. Экономические институты капитализма. Пер. с англ. СПб.: Лениздат.

Уци Б. 2007. Источники и последствия укорененности для экономической эффективности организаций: влияние сетей. Пер. с англ. В кн.: Радаев В. В., Добрякова М. С. (отв. ред.). Анализ рынков в современной экономической социологии. М.: ГУ–ВШЭ; 208–252.

Флигстин Н. 2004. Рынки как политика: политико-культурный подход к рыночным институтам. Пер. с англ. В кн.: Радаев В. В. (сост. и научн. ред.). Западная экономическая социология: Хрестоматия современной классики. М.: РОССПЭН; 185–210.

Флигстин Н. 2013. Архитектура рынков: экономическая социология капиталистических обществ XXI века. Пер. с англ., научн. ред. В. В. Радаев. М.: Изд. дом ВШЭ.

Шет Дж. Н., Парватияр А., Синха М. 2013. Концептуальные основы маркетинга взаимоотношений: обзор и синтез. Пер. с англ. Российский журнал менеджмента 11 (1): 63–94.

REFERENCES IN LATIN ALPHABET

Anderson E., Weitz B. A. 1992. The use of pledges to build and sustain commitment in distribution channels. Journal of Marketing Research 29 (1): 18–34.

Baker W. 1990. Market networks and corporate behavior. American Journal of Sociology 96 (3): 589–625.

Bandelj N. 2012. Relational work and economic sociology. Politics and Society 40 (2): 175–201.

Beckert J. 1996. What is sociological about economic sociology? Uncertainty and the embeddedness of economic action. Theory and Society 25 (6): 803–840.

Beckert J. 2007. The Great Transformation of Embeddedness: Karl Polanyi and the New Economic Sociology. MPIfG Discussion Paper 07/1. Max Planck Institute for the Study of Societies: Cologne.

Blau P. 1967. Exchange and Power in Social Life. John Wiley and Sons: N. Y.

Brown J., Lusch R., Nicholson C. 1995. Power and relationship commitment: Their impact on marketing channel member performance. Journal of Retailing 71 (4): 363–392.

Burt R. 1983. Corporate Profits and Cooptation: Networks of Market Constraints and Directorate Ties in the American Economy. Academic Press: N. Y.

Cannon J. P., Perreault W. D. Jr. 1999. Buyer-seller relationships in business markets. Journal of Marketing Research 36 (4): 439–460.

Dwyer F. R., Schurr P. H., Oh S. 1987. Developing buyer-seller relationships. Journal of Marketing 51 (2): 11–27.

Elg U., Paavola H. 2008. Market orientation of retail brands in the grocery chain: The role of supplier relationships. The International Review of Retail, Distribution and Consumer Research 18 (2): 221–233.

Emerson R. M. 1962. Power-dependence relations. American Sociological Review 27 (1): 31–40.

Fourcade M. 2007. Theories of markets, theories of society. American Behavioral Scientist 50 (8): 1015−1034.

Fournier S. 1998. Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research 24 (4): 343–353.

Ganesan S. 1994. Determinants of long-term orientation in buyer-seller relationships. Journal of Marketing 58 (2): 1–19.

Gaski J. F. 1984. The theory of power and conflict in channels of distribution. Journal of Marketing 48 (3): 9–29.

Gemici K. 2008. Karl Polanyi and the antinomies of embeddedness. Socio-Economic Review 6 (1): 5–33.

Gereffi G. 1994. The organization of buyer-driven global commodity chains: How U. S. retailers shape overseas production networks’. In: Gereffi G., Korzeniewicz M. (eds). Commodity Chains and Global Capitalism. Praeger: Westport; 95–122.

Granovetter M. 1990. The old and the new economic sociology: A history and an agenda. In: Friedland R., Robertson A. F. (eds). Beyond the Marketplace: Rethinking Economy and Society. Aldine de Gruyter: N. Y.; 89–112.

Gulati R., Gargiulo M. 1999. Where do interorganizational networks come from? American Journal of Sociology 104 (5): 1439–1493.

Heide J. B. 1994. Interorganizational governance in marketing channels. Journal of Marketing 58 (1): 71–85.

Heidenreich M. 2012. The social embeddedness of multinational companies: A literature review. Socio-Economic Review 10 (3): 549–579.

Hingley M. 2005. Response to comments on ‘Power to all friends? Living with imbalance in supplier-retailer relationships’. Industrial Marketing Management 34 (8): 870–875.

Ivens B. S. 2004. How relevant are the different forms of relational behavior? An empirical test based on Macneil’s exchange framework. Journal of Business and Industrial Marketing 19 (5): 300–309.

Kotelnikova Z. 2012. New economic sociology and relationship marketing: Parallel development. Economic Sociology. The European Electronic Newsletter 13 (3): 27–33.

Krippner G. R. 2001. The elusive market: Embeddedness and the paradigm of economic sociology. Theory and Society 30 (6): 775–810.

Levinthal D. A., Fichman M. 1988. Dynamics of interorganizational attachments: Auditor-client relationships. Administrative Science Quarterly 33 (3): 345–369.

Li D., Eden L., Hitt M., Ireland R. D. 2008. Friends, acquaintances, or strangers? Partner selection in R&D alliances. Academy of Management Journal 51 (2): 315–334.

Macaulay S. 1963. Non-contractual relations in business: A preliminary study. American Sociological Review 28 (1): 55–67.

Macneil I. R. 1978. Contracts: Adjustments of long-term relations under classical, neoclassical, and relational contract law. Northwestern University Law Review 72: 855–905.

Macneil I. R. 1980. The New Social Contract: An Inquiry into Modern Contractual Relations. Yale University Press: New Haven.

Molm L. D. 2003. Theoretical comparisons of forms of exchange. Sociological Theory 21 (1): 1–17.

Molm L. D., Whitham M. M., Melamed D. 2012. Forms of exchange and integrative bonds: Effects of history and embeddedness. American Sociological Review 77 (1): 141–165.

Padgett J. F., Powell W. W. 2012. The problem of emergence. In: Padgett J. F., Powell W. W. (eds). The Emergence of Organizations and Markets. Princeton University Press: Princeton; 1–29.

Pfeffer J., Salancik G. 1978. The External Control of Organizations: A Resource Dependence Perspective. Harper and Row: N. Y.

Portes A. 2010. Economic Sociology: A Systematic Inquiry. Princeton University Press: Princeton, Oxford.

Powell W. 1990. Neither market nor hierarchy: Network form of organization. Research in Organizational Behavior 12: 295–336.

Provan K. G., Skinner S. J. 1989. Interorganizational dependence and control predictors of opportunism in dealer-supplier relations. Academy of Management Journal 32 (1): 202–212.

Radaev V. 2013. Market power and relational conflicts in Russian retailing. Journal of Business and Industrial Marketing 28 (3): 167–77.

Radaev V. 2015. Relational exchange in supply chains and its constitutive elements. Ekonomicheskaya sotsiologiya 16 (1): 81–99.

Radaev V. 2016. Relational exchange and the degree of embeddedness: An empirical study of supply chains. Ekonomicheskaya sotsiologiya 17 (1): 122–134.

Rajamma R. K., Zolfagharian M. A., Pelton L. E. 2011. Dimensions and outcomes of B2B relational exchange: A meta-analysis. Journal of Business and Industrial Marketing 26 (2): 104–114.

Rennhoff A. D. 2008. Promotional payments and firm characteristics: A cross-industry study. Journal of Applied Economics and Policy 27: 47–62.

Siguaw J. A., Baker T. L., Simpson P. M. 2003. Preliminary evidence on the composition of relational exchange and its outcomes. Journal of Business Research 56 (4): 311–322.

Weber M. 1978. Economy and Society. Vol. 1. University of California Press: Berkeley.

Whitford J. 2012. Waltzing, relational work and the construction (or not) of collaboration in manufacturing industries. Politics and Society 40 (2): 249–271.

Williamson O. E. 1994. Transaction cost economics and organization theory. In: Smelser N., Swedberg R. (eds). The Handbook of Economic Sociology. Russell Sage Foundations: N. Y.; 77–107.

Wilson D. 1995. An integrated model of buyer-seller relationships. Journal of the Academy of Marketing Science 23 (4): 335–345.

Uzzi B. 1999. Embeddedness in the making of financial capital: How social relations and networks benefit firms seeking financing. American Sociological Review 64 (4): 481–505.

Zelizer V. 2005. Culture and consumption. In: Smelser N. Swedberg R. (eds). The Handbook of Economic Sociology. 2nd ed. Princeton University Press: Princeton; 331–354.

Zelizer V. 2012. How I became a relational economic sociologist and what does that mean? Politics and Society 40 (2): 145–174.

Zukin S., DiMaggio P. 1990. Introduction. In: Zukin S., DiMaggio P. (eds). The Structures of Capital: The Social Organization of the Economy. Cambridge University Press: N. Y.; 1–36.

Translation of references in Russian into English

Avdasheva S. B., Dzagurova N. B. 2010. Vertical restrictions: Development of theory, antitrust legislation and enforcement. Voprosy economiki (5): 110–122.

Baker W., Faulkner R., Fisher J. 2007. Hazards of the market: The continuity and dissolution of interorganizational market relationships. Russian transl. In: Radaev V. V., Dobryakova M. S. (eds). Market analysis in contemporary economic sociology. M.: HSE; 153–207.

Bloom P. N., Gundlach G. T., Cannon J. P. 2008. Slotting allowances and fees: Schools of thought and the views of practicing managers. Russian transl. Ekonomicheskaya politika (5): 128–159.

Granovetter M. 2004. Economic action and social structure: The problem of embeddedness. Russian transl. In: Radaev V. V. (Sc. ed.). Western economic sociology: A reader in modern classics. M.: ROSSPEN; 131–158.

Kelly K. 2008. The antitrust analysis of grocery slotting allowances: The procompetitive case. Russian transl. Ekonomicheskaya politika (5): 160–176.

Radaev V. V. 2005. Population ecology of organizations: How the diversity of organizational forms evolves. Rossiiskii zhurnal menedzhmenta 3 (2): 99–108.

Radaev V. V. 2009. Market power and market exchange: Retailer-supplier relationships in contemporary Russia. Rossiiskii zhurnal menedzhmenta 7 (2): 3–30.

Radaev V. V. 2011. Who holds the power in the consumer markets: retailer–supplier relationships in contemporary Russia. M.: HSE.

Rebyazina V. A., Smirnova M. M., Kusch S. P. 2013. Portfolio and evolutionary approaches to building relationships with partners: The case of Russian companies. Rossiiskii zhurnal menedzhmenta 11 (3): 31–52.

Tretyak O. A. 2013. Relationship paradigm in contemporary marketing. Rossiiskii zhurnal menedzhmenta 11 (1): 41–62.

Williamson O. 1996. The economic institutions of capitalism. Russian transl. SPb.: Lenizdat.

Uzzi B. 2007. The sources and consequences of embeddedness for the economic performance of organizations: The network effect. Russian transl. In: Radaev V. V., Dobryakova M. S. (eds). Market analysis in contemporary economic sociology. M.: HSE; 208–252.

Fligstein N. 2004. Markets as politics: A political-cultural approach to market institutions. Russian transl. In: Radaev V. V. (Sc. ed.). Western economic sociology: A reader in modern classics. M.: ROSSPEN; 185–210.

Fligstein N. 2013. The architecture of markets: An economic sociology of twenty-first-century capitalist societies. Russian transl. Ed. by Radaev V. V. M.: Izdat. dom HSE.

Sheth J. N., Parvatiyar A., Singh M. 2013. The conceptual foundations of relationship marketing: Review and synthesis. Russian transl. Rossiiskii zhurnal menedzhmenta 11 (1): 63–94.