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The structure of reseller goals and performance in marketing channels
The typical view of a marketing channel is that of a manufacturer-designed and -controlled distribution system. However, today, marketing functions, as well as market power, are more evenly distributed in the channel. In organizing and managing the modern channel, it is important to understand the business circumstances and priorities confronting channel members. How reseller firms establish their goal hierarchies and how these goals are related to performance are studied. The study hypothesizes that goal priorities emerge in relation to the environmental imperatives faced by the firm. Hypotheses that are tested on survey data collected from a sample of franchisee firms, using structural equation models is developed. The results support all the hypotheses about the effects of primary goals on performance. The effects of secondary goals are not unequivocal but informative nevertheless. Overall, the study points to interesting theoretical and managerial conclusions.Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | : Academy of Marketing Science |
|---|---|
| Edisi | - |
| Subjek | Franchising Statistical analysis Distribution channels studies |
| ISBN/ISSN | 920703 |
| Klasifikasi | - |
| Deskripsi Fisik | - |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |