渠道谈判中的权力与目标设定

Power and Goal Setting in Channel Negotiations

Journal of Marketing Research · 1986
被引 162
FT 50UTD 24ABS 4★

中文导读

研究外部设定的盈利约束作为目标设定机制对渠道谈判者的影响,发现高权力成员受益而低权力成员受损,基于实验市场模拟分析约束与权力对交易数量、质量和谈判动态的作用。

Abstract

The authors investigate the use of a moderately high externally set profitability constraint as a goal-setting mechanism for controlling channel negotiators. Equal and high power channel members are shown to be made more profitable by the constraint. Low power channel members are shown to be made less profitable by the same constraint. The analysis is done in the context of an experimental market simulation that reveals the impact of the constraint and power variables on both quantity and quality of transactions completed as well as dynamics of negotiations over time.

渠道管理谈判权力目标设定实验经济学