Push and pull strategies by component suppliers when OEMs can produce the component in-house: The roles of branding in a supply chain
作者： Chuang Zhang , Dalu Fang , Xiaotong Yang , Xubing Zhang
DOI: 10.1016/J.INDMARMAN.2018.02.012
关键词: Original equipment manufacturer 、 Component (UML) 、 Supply chain 、 Loyalty 、 Brand image 、 Business 、 Push and pull 、 Industrial organization
摘要: Abstract In the supply chains that consist of component suppliers (CSs), original equipment manufacturers (OEMs) and industrial customers (ICs), CS managers must manage relationships with both their direct indirect (ICs). this research, we explore effects CSs' push pull strategies on OEMs' adoption decision in situations where OEMs can produce components in-house. We hypothesize how branding OEM moderate a boundary condition for moderating effects. Survey measures from 195 Chinese mining-equipment companies actual data support our hypotheses. Our analysis shows induce CS's (instead ones made in-house). A strong brand image promotes adoption, but curbs it. Both images strengthen (weaken) effectiveness (pull) strategies. Moreover, an IC's loyalty to weakens (strengthens) positive (OEM) relationship between components.
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