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JACIII Vol.21 No.6 pp. 1065-1072
doi: 10.20965/jaciii.2017.p1065
(2017)

Paper:

Fuzzy Cognition on Factors Influencing the Co-Branding in Technical Standards Alliance – From Member Selection Perspective

Jing Hu, Mingshun Song, and Xiao Yu

College of Economics and Management, China Jiliang University
No.258 Xueyuan Street, Xiasha Higher Education District, Hangzhou 310018, China

Received:
December 26, 2016
Accepted:
May 2, 2017
Published:
October 20, 2017
Keywords:
technical standards alliances, co-branding, FCM, member selection
Abstract

Branding is an important resource in a technical standards alliance. As a kind of essential resource utilization pattern, joint branding is beneficial for the enterprises in an alliance in realizing the increment of value. The selection of a cooperative partner is the first step in co-branding, and plays a significant role. This paper emphasizes the critical significance of alliance member selection for co-branding, and regards it as a breakthrough point in analyzing the key influential factors and causal correlation of such branding. Through a combination of a fuzzy cognitive map and the non-linear Hebbian learning algorithm, this research establishes a fuzzy evaluation model, realizes the dynamic simulation of a complex network system with multiple causal correlations, and obtains a final steady state of co-branding for a technical standards alliance. Thus, it allows a better understanding of the mutual relations among the different influencing factors of co-branding and their effect, as well as the proposal of a reference policy for an improvement of such influencing factors and the conversion efficiency of the optimal results.

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Last updated on Dec. 12, 2017