دانلود رایگان مقاله تاثیر تعارضات عملکردی بر قابلیت بازاریابی در روابط کانال

abstract

Extending the research on the positive effects of functional conflicts, this study examines how functional conflicts influence innovation capability and responsive capability in channel relationships by triggering inter-organizational knowledge sharing. The moderating effects of conflict frequency and relationship quality on the relationships between functional conflict, knowledge sharing, and capabilities are also explored. Based on a questionnaire survey of 152 small- and medium-sized enterprises in China, the results show that (1) functional conflict can stimulate inter-organizational knowledge sharing, but the frequency of conflict negatively moderates this relationship; (2) knowledge sharing has a mediating effect on the relationship between functional conflict and marketing capability; and (3) relationship quality positively moderates the relationship between functional conflict and knowledge sharing, but negatively moderates the relationship between knowledge sharing and innovation capability. These findings broaden the theoretical scope of conflict theory and refine the theoretical framework of channel conflict. This study also has significant practical implications for organizations seeking to effectively guide and resolve conflicts.

7. Discussion and implications

7.1. Theoretical contributions

This empirical study analyzes how functional conflict influences marketing capability by influencing knowledge-sharing behavior among channel members within long-term inter-organizational relationships. This study makes three distinct contributions to the literature on industrial marketing and service business.

First, this empirical study provides evidence of the positive effects of functional conflicts in channel relationships. By demonstrating the influence of conflict frequency on the relationship between functional conflict and knowledge sharing, this article extends the literature on the positive effects of functional conflict. Lusch (1976) argues that conflicts have two dimensions: frequency and intensity (level). To be functional, conflicts must be at a certain level (Boulding, 1965; Rosenbloom, 1973; Winsted & Hunt, 2015). This study shows that the stronger the perceived functional conflict, the stronger the motivation and knowledge-sharing behavior of the channel members. Acquiring such shared information improves marketing capability. This finding is consistent with the consensus in the literature that conflict is not always harmful. However, extant studies focus on the influence of the level of conflict on the relationships and neglect another feature of conflict: conflict frequency. The results show that as the conflict frequency increases, the positive effects of the functional conflicts diminish. Our finding helps clarify when conflicts have a positive effect on organizations.

Second, this study contributes to the literature on knowledge sharing in channel relationships, by showing that it leads to changes in organizational behavior and performance (Sita Nirmala Kumaraswamy & Chitale, 2012). The finding contributes to the literature on knowledgebased theory that examines the influence of knowledge sharing on organizational performance through capabilities (Sita Nirmala Kumaraswamy & Chitale, 2012). From the perspective of knowledge based theory, this article not only discusses conflict as a driving factor of knowledge sharing but also examines the influence of knowledge sharing on organizational capabilities. This result shows that knowledge sharing could mediate the positive influence of conflict on marketing capability. Functional conflict has a positive effect on organizational capabilities because it motivates both parties in a channel relationship to share knowledge. Although previous studies emphasize the importance of knowledge sharing for organizational performance, this argument does not apply in intra-organizational relationships. This conclusion highlights the role of knowledge sharing in the positive effects of functional conflict, and contributes to the literature on knowledge sharing in channel relationships.