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1、外文翻译StrategicGoalsMaterialSource:SpringerLinkAuthor:RaviS.Achrol、MichaelJ.EtzelChannelmembergoalshaveplayedasecondaryroleinmarketingchanneltheory.Theassumptionoftenisthatresellergoalsareanextensionofsupplierfirmmarketinggoals.Inthisway,channelmembersareassumedtosharecertainsuperordinategoals.Devia
2、tionsfromchannelgoalsarecastasproblemsofchannelconflict(Stern,E1-Ansary,andCoughlan1996:308)oropportunisticbehavior(WathneandHeide2000).Theempiricalliteraturehasfocusedonfrequencyofdisagreement(seereviewbyGaski1984)morethanondefiningandmeasuringdivergenceingoals.Channelmemberscouldhavecommongoalsy
3、etdisagreeaboutstrategiestoachievethemorhowbesttoimplementastrategy(EliashbergandMichie1984).Furthermore,thereareavarietyofgoalsthatmaybeimportanttoafirmfromtimetotime,suchascostminimization,survival,growth,deliveredquality,customerservice,meetingcompetition,customersatisfaction,marketshare,cashfl
4、ow,supplierrelations,andsoon.Onepurposeofthisarticleistodevelopaconceptualframeworkforclassifyingthestrategicgoalsofresellerfirms.Asecondpurposeistoidentifythemarketconditionsthatmightfavoronegoalsetbeingprioritizedoveranother.Inthisway,afoundationcanbelaidforatheoryofchannelrelationswheregoaldive
5、rgencemaybethenormthatfirmsmustlearntoaccommodate(viacustomizedstrategiesandresourcesupport),ratherthanasourceofconflictthatneedstobeextinguished.Firmsarticulatetheirstrategicgoalsviatheactivitiesandfunctionstheyemphasizeindecisionmakingandtheday-to-daymanagementofoperations(Mintzberg1983).Wedefin
6、eresellerfirmgoalsasaconsistentsetofpolicies,strategies,andprogramstargetedbyfirmmanagementbecausetheyarebelievedtobemostsalienttothesuccessofthebusinessatthisperiodintime.Beingaconsistentsetoftargetedoutcomes,theytogetherdefineastrategicorientation.Anumberofconceptualizationsofstrategicorientatio
7、n,withvaryingdegreesofoverlap,havebeenemployedinthemarketing,organizationbehavior,andstrategicmanagementliteratures.1Inthisarticle,weadoptaconceptualizationbasedonParson's(1959)"functionalimperatives."Itismostapp
