营销渠道和营销策略外文文献资料.docx

营销渠道和营销策略外文文献资料.docx

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营销渠道和营销策略外文文献资料

文献出处：

PaswanAK,BlanksonC,GuzmanF.Relationalisminmarketingchannelsandmarketingstrategy[J].EuropeanJournalofMarketing,2015，45（3）:

311-333.

Relationalisminmarketingchannelsandmarketingstrategy

Paswan,AudheshK;Blankson,Charles;Guzman,Francisco

Abstract

Purpose-Thepurposeofthispaperistoexaminetherelationshipbetweenmarketingstrategytypes-aggressivemarketing,priceleadershipandproductspecializationstrategies-andtheextentofrenationalizeinmarketingchannels.

Design/methodology/approach-Datawerecollectedusingaself-administeredsurveyfrommanagersresponsibleformarketingandchannelsmanagementinUSpharmaceuticalfirms.Theresponsestothequestionscapturingfocalconstructsweremeasuredusingafive-pointLikertypescale.DatawereanalyzedusingPrincipalComponentAnalysisandStructuralEquationModelingprocedures.

Findings-Aggressivemarketingstrategyandpriceleadershipstrategyarepositivelyassociatedwiththelevelofrenationalizeinmarketingchannels.Incontrast,productspecialization（focus）strategyisnegativelyassociatedwiththelevelofrenationalizeinmarketingchannels.

Originality/value-Therelationshipbetweenmarketingstrategyandtheemergentrenationalizeamongmarketingchannelintermediariesiscriticalforthefirm'sabilitytomeetobjectives.Thisrelationshiphasnotbeeninvestigatedsofarand,fromamanagerialperspective,managingmarketingchannelsiscriticalforsuccessfulimplementationofmarketingstrategies.

Keywords:

Relationshipmarketing, marketingstrategy, Distributionchannelsandmarkets

Introduction

Theconceptofrenationalize（i.e.extenttowhichrelationalnormsguidetheinteractionsbetweenbusinesspartners）hasbeenextensivelystudiedwithintheoverlappingrubricsofmarketingchannels（see[14]BlackandPeoples,2005;[21]Boyleetal.,1992;[32]DentandSchool,1992;[88]Aswanetal.,1998;[112]Zhangetal.,2003）,logistics,andsupplychainnetworks（[13]Penstocketal.,1997;[33]DavisandMeltzer,2006;[40]GermaineandAyer,2006;[44]GriffithandMyers,2005;[78]Meltzeretal.,1989;[83]MorrisandCarter,2005;[97]Srivastavaetal.,1999;[108]Williamsetal.,1997）.Thegeneralconsensusintheliteratureisthatthepresenceofstrongrelationalnormsamongmarketingchannelintermediariesisassociatedwithfactorssuchasperformance（see[14]BlackandPeoples,2005;[44]GriffithandMyers,2005;[60]Kahnetal.,2006;[83]MorrisandCarter,2005）,channelmanagementandgovernance,andconflictresolution（[21]Boyleetal.,1992;[22]Brownetal.,2000;[32]DentandSchool,1992;[45]Gonzalez-Hernandoetal.,2003;[57]JapandGamesman,2000;[68]Liuetal.,2008;[88]Aswanetal.,1998;[104]Vazquezetal.,2007）,informationexchange（[53]HolmesandSrivastava,1999）,andcompetitiveness（[112]Zhangetal.,2003）.Notwithstanding,toourbestknowledge,therelationshipbetweenmarketingstrategyandtheemergentrelationalnormsinmarketingchannelshasnotreceivedadequateresearchattentionintheextantliterature.Closingthisgapintheliteratureiscrucialgiventhatbothmarketingstrategyandmarketingchannels,includingnormbasedgovernanceofmarketingchannels,areinextricablylinkedtothesuccessofthemarketingfunction.Tothisend,thefocusofthisstudyistoexaminethelinkagesbetweenthelevelofrenationalizeamongmarketingchannelintermediariesandthemarketingstrategy.

Beforeproceedinganyfurther,wewouldliketoacknowledgethatwhilethefocusofthisstudyisonrelationalnorm（orrenationalize）withinthebusiness-to-businesscontext,areviewoftheliteratureshowsthatrenationalizeandrelationshipmarketingaremutuallyinclusive（[24]Christopheretal.,1991;[48]Gambeson,1987;[105]Floutsetal.,2002）.Infact,accordingto[105]Floutsetal.（2002）,thescopeofrelationshipmarketingincludesexternalandinternalandupstreamanddownstreamconstituencies.Whilemodernmarketingpracticesreflectthemaximizationofcustomervalue,theonusofrelationshipmarketingisreflectedinthedictumproposedby[48]Gambeson（1987）thateveryoneinthefirmisapart-timemarketer.Thelatteristakenfurtherby[105]Floutsetal.（2002）whoassertthatrelationalandtransactionalformsofrelationshipsarenotnecessarilymutuallyexclusive.Theauthorssuggestthatinorderforfirmstoengagewiththeirdynamictargetmarkets（i.e.business-to-business,business-to-customer,orboth）,andtoeffectivelymanagetherelationshipwiththemovertime,firmsshoulddeveloprelationshipmarketingchains（seealso,[89]Pecketal.,1999）.

Pursuanttotheaimofthestudy,thefirstfocusofthisresearchreflectsthefactthatakeymarketingobjectiveistomeetthecustomer'sneeds,wants,andaspirationsandthatinordertofulfillthesegoals,firmsmustmanagethechannelintermediariesandlogisticsfunctiontoensuretheeffectiveandefficientflowofgoods,information,andrevenue（see[28]CSCMP,2005;[32]DentandSchool,1992;[40]GermaineandAyer,2006;[43]GillandAllerheiligen,1996;[66]Larsonetal.,2007;[98]Stanketal.,2007）.Studiesinthefieldofchannelsandlogisticsacknowledgethatmarketingchannelnetworkswithstrongemergentrelationalnorms（i.e.spiritofcooperation,longtermorientation,andafeelingofsolidarityarelikelytoyieldbetterresults.Somehaveevensuggestedthatrenationalizeisthecureforallbusinessproblems（forexample[43]GillandAllerheiligen,1996;[60]Kahnetal.,2006;[85]Nordmeyeretal.,1990;[110]Womacketal.,1991）.However,othershavetakenamorecautiousstancetowardsthelinkagebetweentheconceptofrenationalizeanditsoutcomes（see[30]Curranetal.,2008;[32]DentandSchool,1992;[88]Aswanetal.,1998）.

Thesecondfocaldirectionofthisstudyismarketingstrategy-thewayinwhichfirmscreatevalueanddefinetheiroperationalboundaries.Theliteraturealsostressestheimportanceofagoodfitbetweenmarketingstrategyandgovernancestructure（see[14]BlackandPeoples,2005;[38]GalbraithandKarajan,1986;[44]GriffithandMyers,2005;[77]Meltzeretal.,2001;[91]Porter,1980;[92]Powell,1992;[94]SlaterandOlson,2000,[95]2001）.Together,therenationalizeinmarketingchannelsandmarketingstrategyliteraturestreamsimplythatwhilelongtermrelationshipsbetweenmarketingchannelintermediariesmaybepivotalforafirm'sstrategy,thereissomeambiguityabouttheexactnatureofthisrelationship;inotherwords,notallstrategiesharmonizewellwithrenationalizeinmarketingchannels.Tothatend,thisinvestigationfocusesonthefollowingresearchquestion:

RQ1.Arerelationalnormsamongmarketingchannelintermediariessuitableforeverymarketingstrategy,oraresomemarketingstrategiesmoresuitableforrelationalnormswhileothersmayinfactbenegativelyaffectedbythepresenceofstrongrelationalnorms?

Fromamanagerialperspective,managingmarketingchannelsiscriticalforsuccessfulimplementationofmarketingstrategies.Giventhefactthatgovernanceusingrelationalnormsisconsideredbymostasamoreeffectivewayofmanagingmarketingchannels,managersneedtobecognizantoftheexactrelationbetweenemergentrenationalizeinmarketingchannelandmarketingstrategy.

Intheensuingsectionsofthispaper,theliteratureonrenationalizeinmarketingchannelsisexamined,followedbyadiscussiononmarketingstrategyandtherationaleforthehypotheses.Themethodsectionispresentednext.Thelastsectionsincludeadiscussionofthefindings,managerialimplications,andlimitationsofthisstudy.

Marketingchannelintermediariesandrelationalnorms

Marketingchannelstypicallyconsistofintermediariesthatfunctioninacohesivemannertomeetthecustomer'sneedsandwantswhilefulfillingtheintermediaries'goals（see[5]Alderson,1954;[19]Bowersoxetal.,1980）.Whilecontractualorcorporatechannelsarenotuncommon,recentstudieshavequestionedthetraditionallinearperspectiveofthesupplychainandhavesuggestedamorecomplexnetworkperspective（[1]Carol,1997;[4]CarolandKilter,1999;[96]Snow,1997;[107]Walker,1997）.[4]CarolandKilter（1999,p.148）defineanetworkorganizationas:

aninterdependentcoalitionoftask-orskill-specializedeconomicentities（independentfirmsorautonomousorganizationalunits）thatoperateswithouthierarchicalcontrolandisembedded,bydenselateralconnections,mutuality,andreciprocity,inasharedvaluesystemthatdefines"membership"rolesandresponsibilities.

Forthepurposesofthisresearch,wefocusonchannelintermediariesthatareindependentbusinessesandlooselyalignedthroughconsensus.Theycouldbepartofasimplersupplychainorcouldbepartofamorecomplexnetwork.Inanycase,tofulfillcustomerneedsandwants,marketingchannelsystemsornetworksperformvariousactivitiessuchasphysicaldistribution,warehousing,storage,flowofinformation,flowofrevenueandprofits,andlogistics,tonameafew（see[19]Bowersoxetal.,1980;[99]Sternetal.,1996）.Thesewordsalsoappearinsomecombinationunderlabelssuchassupplychainmanagementandlogistics（see[20]Bowersoxetal.,1995;[23]Christopher,1992;[27]Cooperetal.,1997;[28]CSCMP,2005;[36]Forrester,1958;[42]Gibsonetal.,2005;[58]JonesandRiley,1985;[77]Meltzeretal.,2001;[80]MinandMeltzer,2000）.

Despitethedivergentperspectives,theimportanceofrelationalnormstowardstheefficientandeffectivefunctioningofadistributionchannelhasbeenacknowledgedinthechannelsandsupplychainareas（e.g.,[21]Boyleetal.,1992;[