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ID:351673
大小:47.00 KB
页数:11页
时间:2017-07-26
《混合渠道冲突:原因及通道效应的表现[外文翻译]》由会员上传分享,免费在线阅读,更多相关内容在学术论文-天天文库。
1、毕业论文(设计)外文翻译一、外文原文Hybridchannelconflict:causesandeffectsonchannelperformance原文:ManagerialimplicationsDynamicsofmultiplechannelsAsFrazier(1999)asserts,itisimportanttoexaminethedynamicsofmultiplechannelsthroughouttheindustrylifecycle.Theresultsofthisstudycanhelpmarketersmanaget
2、heirchannelsystemsmoreeffectivelyasthefirmmovesthroughthelifecycle.Ingeneral,channelmanagerswouldbewelladvisedtobeproactiveinmonitoringtheinteractionbetweenchannelcoalitions.Achannelmanagerwhoonlyseeksto“putoutthebigfires”maybeoverlookingthemorefrequenteverydayconflictsthatha
3、vethepotentialtodegradeperformance.Thisproactivestancemightinvolvefosteringanenvironmentthatfacilitatesopencommunicationorinvolveaformalmechanismforresolvingconflicts.Mostimportantly,channelmanagersmustbecarefulwhendesigningachannelsystem,inordertoavoidchanneloverlapthatwillf
4、acilitateconflict.Thisisespeciallytrueinthelatterstagesofthelifecycle.Fromamanager’sview,thereisanimportantbenefittoinvestigatingchannelconflictfromthisnovelperspective.Channelmanagersshouldbeabletoexertmuchmoreinfluenceoverhybridchannelconflictthandyadicchannelconflictbecaus
5、etheypossessmorepowerandformalauthoritywithintheirownorganizationthantheydooveranotherautonomousfirm.Asaresult,managers’actionsaremuchmorelikelytohavetheirintendedimpactwithrespecttocontrollingthelevelofconflict.Specifically,marketingexecutivesandchannelmanagersneedtobecogniz
6、antofpoliciesthatinfluencethefactorsthatcontributetothefrequencyofinternalconflicts,goalincompatibilityanddomainsimilarity.Communicationsabouttherolesandgoalsofthevariouschannelsshouldbeexplicittothepointwheretheyprovidesufficientinformationtoenhancecoordinationamongthoseresp
7、onsibleforthecoalitions.Caremustalsobetakenregardingthedomainofthefirm’schannels.Toomuchoverlapwithregardtoproductofferingandcustomercoverageinparticularmaysetthestageforincreasinglyfrequentdisagreements,whichinturnarelikelytoproducedysfunctionallevelsofconflict.Inanutshell,m
8、anagersshouldstrivetomaketheirchannelscomplementaryandintegratedinas
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