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尽管区域品牌化已成为地区发展的核心战略与实践,但企业为追求经济效率往往倾向于在获取区域品牌资产的同时又缺乏参与区域品牌化的动力。本文基于中国第一批生态经济示范区样本构建并实证检验了一个驱动企业参与区域品牌化的制度机制。研究表明,基于制度环境压力的关系治理战略能够鼓励企业间信任与协同参与,从而抑制企业机会主义,促进区域品牌化绩效。这些研究结论对于驱动企业参与区域品牌化具有理论贡献与管理启示。
Although regional branding has become the core strategy and practice of regional development, the pursuit of economic efficiency by enterprises often tends to acquire regional brand equity while lacking the motivation to participate in regional branding. Based on the samples of China’s first batch of eco-economic demonstration zones, this paper constructs and empirically tests a system that drives enterprises to participate in regional branding. The research shows that the relationship governance strategy based on institutional environment pressure can encourage trust and coordination participation among enterprises, so as to restrain enterprise opportunism and promote regional brand performance. These findings have theoretical contributions and management implications for driving enterprises to participate in regional branding.