The Performance Implications of Designing Multiple Channels to Fit With Strategy and Environment  

Oleh:

Kabadayi, Sertan ; Eyuboglu, Nermin ; Thomas, Gloria P.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing (EBSCO) vol. 71 no. 4 (Oct. 2007), page 195-208.
Topik: configurations; environment; performance

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ94.12 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

Applying a configuration-theoretic approach to study multiple channel, the authors hypothesize that multiple-channel system make their greatest contribution to firm performance when their structure are properly aligned with thier firms' business-level strategies and with environmental conditions. A conceptual model incorporating these variable is supported in an empirical study of rsponses from executives at 291 electronic component manufactures. The result confirm the existence of two theoretically ideal configuration. As hypothesized, channel in these ideal configuration make greater contribution to their firms' performance than do channel in alternative configuration. Moreover, a profile deviation analysis shows that a channel system's stuctural profile is closet to the profiles of top contributing channel system operating under similiar strategic and environment conditions. The author present specific guidelines to help managers design distribution systems for different combination of environment (e.g., with high and low dynamism, munificence, and diversity) and strategy (cost leadership and differentiation).

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