混合渠道冲突：原因及通道效应的表现[外文翻译]

《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.Theresultsofthisstu

2、dycanhelpmarketersmanagetheirchannelsystemsmoreeffectivelyasthefirmmovesthroughthelifecycle.Ingeneral,channelmanagerswouldbewelladvisedtobeproactiveinmonitoringtheinteractionbetweenchannelcoalitions.Achannelmanagerwhoonlyseeksto“putoutthebigfires”mayb

3、eoverlookingthemorefrequenteverydayconflictsthathavethepotentialtodegradeperformance.Thisproactivestancemightinvolvefosteringanenvironmentthatfacilitatesopencommunicationorinvolveaformalmechanismforresolvingconflicts.Mostimportantly,channelmanagersmus

4、tbecarefulwhendesigningachannelsystem,inordertoavoidchanneloverlapthatwillfacilitateconflict.Thisisespeciallytrueinthelatterstagesofthelifecycle.Fromamanager’sview,thereisanimportantbenefittoinvestigatingchannelconflictfromthisnovelperspective.Channel

5、managersshouldbeabletoexertmuchmoreinfluenceoverhybridchannelconflictthandyadicchannelconflictbecausetheypossessmorepowerandformalauthoritywithintheirownorganizationthantheydooveranotherautonomousfirm.Asaresult,managers’actionsaremuchmorelikelytohavet

6、heirintendedimpactwithrespecttocontrollingthelevelofconflict.Specifically,marketingexecutivesandchannelmanagersneedtobecognizantofpoliciesthatinfluencethefactorsthatcontributetothefrequencyofinternalconflicts,goalincompatibilityanddomainsimilarity.Com

7、municationsabouttherolesandgoalsofthevariouschannelsshouldbeexplicittothepointwheretheyprovidesufficientinformationtoenhancecoordinationamongthoseresponsibleforthecoalitions.Caremustalsobetakenregardingthedomainofthefirm’schannels.Toomuchoverlapwithre

8、gardtoproductofferingandcustomercoverageinparticularmaysetthestageforincreasinglyfrequentdisagreements,whichinturnarelikelytoproducedysfunctionallevelsofconflict.Inanutshell,managersshouldstrivetomaketheirchannelscomplementaryandintegratedinas