The moderating effect of virtual integration on intergenerational governance and relationship performance in international customer–supplier relationships

Abstract

Purpose

With the growing trend of digital technology in global supply chains, how to manage global supply chain relationships under digital transformation becomes a critical issue. However, academic research in this area is sparse. This study develops and tests a theoretical framework of the moderating effect of virtual integration on interorganziational governance in international customer supplier relationships.

Design/methodology/approach

We chose to examine the specific cross-border relationships between Taiwanese suppliers and their international OEMs because Taiwanese suppliers tend to be smaller than their international OEM customers, and thus their relationships usually show power asymmetry. Furthermore, the Taiwanese electronics industry offers a valuable empirical context because its industry members have served as pioneers in information technology development, have championed cross-border relationships with US and European industry leaders and are actively participating in the world economy

Findings

Our empirical findings indicate that virtual integration will strengthen the effect contractual governance on relationship performance. However, the moderating effect of virtual integration on relational governance is not significant. The paper discusses the theoretical and managerial implications in the end.

Originality/value

This study contributes to interorganizational governance literature in international contexts. Previous work on international relationship management has focused much on MNE buyers' perspectives and paid little attention to the suppliers' perspectives. This study extends this stream of research by empirically examining how suppliers can govern their MNEs' customers via different governance mechanisms. The findings extend literature on virtual integration and show that virtual integration can complement detailed contract and safeguard opportunism, which in turn, enhance relationship performance in international customer–supplier relationships.

Citation

Jean, R.-J.B., Kim, D., Lien, Y.-C. and Ro, S. (2020), "The moderating effect of virtual integration on intergenerational governance and relationship performance in international customer–supplier relationships", International Marketing Review, Vol. 37 No. 3, pp. 579-592. https://doi.org/10.1108/IMR-03-2019-0102