Research On The Influence Of Environmental Uncertainty On The Collaborative Performance Of Brand Alliance

Brand alliance(also known as brand joint)as an effective strategy to enhance the brand value has been widely used in the industry and attention,scholars have also put into the brand alliance research.With the rapid development of economic globalization and the continuous transformation of technology,enterprises face the external environment of the dynamic and complexity of the increasingly high,full of uncertainty.These environmental uncertainties,on the one hand,can bring risks to the strategic development and future operations of the enterprise and lead to significant fluctuations in business performance,and on the other hand,it is difficult to observe the specific management activities of the management.Therefore,this paper mainly discusses the impact of environmental uncertainty on the cooperative performance of brand alliance organizations,including the following two issues:(1)environmental uncertainty and its three dimensions of complexity,dynamic and hostility to the brand alliance organization(2)whether the relationship between the alliance risk is between the environmental uncertainty and the cooperative performance between the brand alliance organizations.The main research contents are as follows: Firstly,on the basis of a lot of literature reading,this paper discusses the measurement of environmental uncertainty,alliance relationship risk and inter-organizational collaboration performance in combination with the typical brand alliance case analysis of "cool and lonely living" The deterministic nature includes three dimensions: complexity,dynamic and hostility.The alliance risk includes two dimensions: opportunistic behavior and partner conflict of interest.Organizational collaboration performance includes two dimensions: objective performance and subjective performance.Subjective performance includes collaboration goal realization The degree of satisfaction and the results of the alliance,etc.,objective performance,including financial performance and the introduction of advanced technology,followed by the construction of environmental uncertainty,alliance relationship risk and inter-organizational collaboration between the theoretical model and the proposed research assumptions.A structured questionnaire was designed to analyze and validate the impact mechanism of environmental uncertainty on the performance of collaboration among brand organizations through a wide range of payment questionnaires.The results show that:(1)environmental uncertainty has a significant positive impacton the risk of alliance relationship.In particular,environmental uncertainty is an important factor leading to the risk of alliance relationship.The higher the environmental uncertainty,The greater the risk;(2)the relationship between the alliance risk of inter-organizational collaboration performance has a significant negative impact,specifically,when the alliance is not good,the alliance of opportunistic behavior and conflict of interest will increase,(3)The environmental uncertainty has a significant negative effect on the inter-organizational collaboration performance.Specifically,the higher the environmental uncertainty,the enterprise is helpless to the changing environment,and more(4)the risk of alliance relationship between the environmental uncertainty and the performance of inter-organizational collaboration to play a full intermediary effect,that is,the environmental uncertainty through the alliance risk of the relationship between the Inter-organizational collaboration performance has an indirect impact,the higher the environmental uncertainty,the lack of trust,partner opportunities Behavioral behavior,the conflict between members of the alliance,such as the greater the risk of the relationship between the collapse of the relationship between partners,will inevitably reduce the performance of collaboration,leading to the failure of the Union ended.Finally,it summarizes the theoretical contribution of research results and the guiding significance to practice,and points out the limitations of this study and the future research direction.