戰(zhàn)略目標(biāo)【外文翻譯】

1、1外文翻譯外文翻譯StrategicGoalsMaterialSource:SpringerLinkAuth:RaviS.Achrol、MichaelJ.EtzelChannelmembergoalshaveplayedasecondaryroleinmarketingchannelthey.Theassumptionoftenisthatresellergoalsareanextensionofsupplierfirmmarketin

2、ggoals.Inthiswaychannelmembersareassumedtosharecertainsuperdinategoals.Deviationsfromchannelgoalsarecastasproblemsofchannelconflict(SternE1AnsaryCoughlan1996:308)opptunisticbehavi(WathneHeide2000).Theempiricalliteratureh

3、asfocusedonfrequencyofdisagreement(seereviewbyGaski1984)methanondefiningmeasuringdivergenceingoals.Channelmemberscouldhavecommongoalsyetdisagreeaboutstrategiestoachievethemhowbesttoimplementastrategy(EliashbergMichie1984

4、).Furthermethereareavarietyofgoalsthatmaybeimptanttoafirmfromtimetotimesuchascostminimizationsurvivalgrowthdeliveredqualitycustomerservicemeetingcompetitioncustomersatisfactionmarketsharecashflowsupplierrelationssoon.One

5、purposeofthisarticleistodevelopaconceptualframewkfclassifyingthestrategicgoalsofresellerfirms.Asecondpurposeistoidentifythemarketconditionsthatmightfavonegoalsetbeingpriitizedoveranother.Inthiswayafoundationcanbelaidfath

6、eyofchannelrelationswheregoaldivergencemaybethenmthatfirmsmustlearntoaccommodate(viacustomizedstrategiesresourcesuppt)ratherthanasourceofconflictthatneedstobeextinguished.Firmsarticulatetheirstrategicgoalsviatheactivitie

7、sfunctionstheyemphasizeindecisionmakingthedaytodaymanagementofoperations(Mintzberg1983).Wedefineresellerfirmgoalsasaconsistentsetofpoliciesstrategiesprogramstargetedbyfirmmanagementbecausetheyarebelievedtobemostsalientto

8、thesuccessofthebusinessatthisperiodintime.Beingaconsistentsetoftargetedoutcomestheytogetherdefineastrategicientation.Anumberofconceptualizationsofstrategicientationwithvaryingdegreesofoverlaphavebeenemployedinthemarketin

9、gganizationbehavistrategicmanagementliteratures.1InthisarticleweadoptaconceptualizationbasedonParsons(1959)“functionalimperatives.“Itismostappropriatetoourdefinitiontostudyingachannelof3ganizations(crespondingtoParsonsin

10、tegrationpatternmaintenanceimperatives).Integrationisthecapacitytocommunicatecontrolcodinatemotivateparticipation(MarchSimon1958Swinth1974).Themeansmechanismsofcooperationcodinationhavebeenasalientpartoftheresearchlitera

11、tureinmarketingchannels(Sternetal.1996).Imptantmechanismsincludeopencommunicationinfmationsharingwhichnotonlyfacilitateseamlessoperationsbutalsofosterbetterunderstingofoneanotherscontingencies.Anotherwaytointegratechanne

12、loperationsisviastardizingthequalityofchanneloutputs.Integratedchannelsusestardoperatingprocedurestrainingprogramsfassuringthequalityofproductsservices.Inadditionsuccessfulintegrationpresumesganizationscaninducethepartic

13、ipationcommitmentoftheirmembersbysatisfyingtheirindividualgoalsaspirations(Caplow1953MarchSimon1958Perrow1961).Inthisarticlewerefertointernalprocessgoalsasintegrationgoalsdefinedastherelativeimptanceplacedbyfirmmanagemen

14、tonprogramspoliciesfstrengtheningthestructuralrelationaltiesbetweentheirfirmthesupplierfirm.GoalsPerfmanceScholarshavenotedthattheanalyticvalueoffirmgoalsisintertwinedwiththeconceptofganizationaleffectiveness(Etzioni1964

15、:8ThompsonMcEwen1958).Whiletheyseekstoexplainhowdifferentgoalscometobehighlightedgiventhecontingenciespresentedbyafirmstaskenvironmenttheunderlyingassumptionisthatanappropriatealignment(fit)leadstofavableperfmanceconsequ

16、ences.Inthisstudywedefineperfmanceasthefinancialperfmanceoftheresellerfirmrelativetootherresellersinthechannelsystem.Wefocusontwobasiccomponentsofbottomlineperfmance—revenuereturnoninvestment(ROI).3Accdinglythehypotheses