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| Author: | Achrol, R. S. Etzel, M. J. |
| Title: | The Structure of Reseller Goals and Performance in Marketing Channels |
| Journal: | Journal of the Academy of Marketing Science
2003 : SPRING, VOL. 31:2, p. 146-163 |
| Index terms: | GOALS MARKETING CHANNELS FRANCHISING |
| Language: | eng |
| Abstract: | This article studies how reseller firms establish their goal hierarchies and how these goals are related to performance. It hypothesizes that goal priorities emerge in relation to the environmental imperatives faced by the firm. The article develops hypotheses that are tested on survey data collected from a sample of franchisee firms, using structural equation models. 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. |
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