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
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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