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1、Distributionchannelmanagement:powerconsiderations原文：TheroleofpowerindistributionchannelsChannelsofdistributioncanbeviewedassocialsystemscomprisingasetofinterdependentganizationswhichperfmalltheactivities(functions)utiliz

2、edtomoveaproductitstitlefromproductiontoconsumption.Becauseofthisinterdependencytherearisesaneedfsomefmofcooperationbetweenchannelmemberscodinationofactivities.Thiscooperationcodinationisnecessaryindertoensurepredictabil

3、itydependabilitybetweenmemberswhichwillallowindividualganizationstoplaneffectively.Alsoconflictarisesinchannelsbecausememberssometimeshaveincompatiblegoalsdifferingideasastothefunctionseachshouldperfmdifferingperceptions

4、ofreality.Thisconflictneedstobecontrolledsothatitdoesnotdisruptchannelfunctioning.Powerrathertheuseofpowerbyindividualchannelmemberstoaffectthedecisionmakingbehaviofoneanother(whetherdeliberatenot)isthemechanismbywhichth

5、echannelisganizedderlybehavipreserved.Thisisnotmeanttoimplythatganizationsnecessarilysetoutdeliberatelytoganizethechannelbutthatthisganizationofthechannelarisesoutofindividualganizationsadjustingtheirbehavitooneanotherin

6、relationtothepowertheyeachhaveuse.Howeverinsomechannelsfirm(s)mayassumealeadershiprolemakedeliberateattemptstoganizethechannelmakinguseoftheirpower.Poweristhemeansbywhichcooperationbetweenindividualchannelmembers’activit

7、iesarecodinatethemeansbywhichanyconflictbetweenfirmsiscontrolled.Bierstadt[7]inageneralcontexthasaptlysummarizedtheroleofpowerinanysystem:“Powersupptsthefundamentalderofsocietythesocialganizationswithinitwheneverthereisd

8、er.Powerstsbehindeveryassociationsustainsitsstructure.Withoutpowerthereisnoder”.channels.Inparticularthediscussioncentersonthefactsaffectingthenatureextenttowhichpowerwillbeexertedinagivensituationthefactsaffectingtheout

9、comeofanysuchexertionlastlythenatureoffeedbacksproducedbytheuseofpower.Firsthoweverashtdigressiononthevariousmethodsofusingpowerwouldseemappropriate.MethodsofusingpowerMostmethodsofinfluencediscussedintheliteraturearecap

10、ableofbeingfmulatedintermsoftwobroadtypes:thesettingupofrewardspositivesanctionsfcompliancethesettingupofpunishmentsnegativesanctionsfnoncompliance.ThesettingupofrewardspositivesanctionsThesettingupofeconomicrewardssucha

11、sincreasedsalesprofitsisonefmislikelytobeveryimptantinthechannelcontext.Rewardspositivesanctionsmaybeintermsofanyresourcevaluedbyasubjectfirm(influence)includingsocialvalues.FexampleiffirmAmakesuseoffirmB’sattitudetoward

12、sitthiscanbeafmofrewardbecauseifBadmiresrespectsAthenitobtainsdirectsatisfactionsi.e.rewardsfromcomplyingwithA’swishesifBbelievesAhastherighttoinfluencehimitislikelytoobtainacertainsatisfactionoutofperfmingitsdutyasitsee

13、sit.Rewardsmayalsobeindirect.Asupplierthroughitsexpertisemaybeabletogivevaluableinfmationtrainingtoamanufacturerwhichallowsthelattertoimproveperfmancetherebygainrewards.Anexamplewouldbethesalescoursesrunbymanufacturersfr

14、etailsalespersonnel.ThesettingupofpunishmentsnegativesanctionsThesettingupofpunishmentsnegativesanctionsalsoincludesmethaneconomicpenalties.Inextremefmnegativesanctionsinvolvephysicalfcewhichisveryrareinchannelcontextsbu

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