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A framework for performance evaluation of channel partners in distribution relationships

机译：分销关系中渠道合作伙伴绩效评估的框架

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Purpose - The purpose of this paper is to develop a conceptual framework for performance evaluation of channel partners in distribution relationships and develop a scale to measure the proposed dimensions of performance. Design/methodology/approach - The proposed framework is built on the theoretical foundations of salesforce control systems and organizational performance. The authors developed the measurement scale by the three-stage protocol and established the scale's reliability, factor structure and validity through the data collected from 252 firm-channel partner dyads across automobile firms in India. Findings - The proposed framework highlights three distinct dimensions of channel partners' performance, i.e. output performance, the financial/other objective results; activity performance, the activities, behavior and process-compliance levels; and capability performance, the resources and capabilities of channel partners. An 18-item measurement scale is developed to measure the three proposed dimensions of channel partners' performance. Research limitations/implications - The proposed framework conceptualizes the three key dimensions of channel partners' performance that can assist firms in exercising a focussed approach to performance management in distribution channel relationships and other inter-firm contexts. This study contributes to the legitimacy and further development of research in the area. Practical implications - The measurement scale provides valid and reliable items for a rigorous performance analyses of channel partners, both at the individual level as well as at the level of the distribution channel as a whole. These performance analyses have multiple applications, right from managing the day-to-day channel activities to steering the channel strategy. Originality/value - The paper presents a multidimensional conceptual framework for performance evaluation of channel partners and provides a suitable instrument for operationalizing future empirical research in the area.
机译：目的-本文的目的是为分销关系中的渠道合作伙伴建立绩效评估的概念框架，并制定衡量提议的绩效维度的量表。设计/方法/方法-提议的框架建立在销售人员控制系统和组织绩效的理论基础上。作者通过三阶段协议开发了测量量表，并通过从印度各汽车公司的252个公司渠道合作伙伴二元组收集的数据确定了量表的可靠性，因子结构和有效性。调查结果-拟议的框架突出了渠道合作伙伴绩效的三个不同方面，即产出绩效，财务/其他客观结果；活动绩效，活动，行为和过程合规水平；和能力表现，渠道合作伙伴的资源和能力。开发了一个18个项目的量表来衡量渠道合作伙伴绩效的三个拟议维度。研究局限性/含义-拟议的框架将渠道合作伙伴绩效的三个关键维度概念化，这些维度可以帮助公司在分销渠道关系和其他公司间环境中采用针对性的绩效管理方法。这项研究有助于该地区研究的合法性和进一步发展。实际意义-衡量规模为渠道合作伙伴的严格绩效分析（无论是在个人层面还是在分销渠道整体层面）提供了有效且可靠的项目。这些绩效分析具有多种应用，从管理日常渠道活动到指导渠道策略。原创性/价值-本文提出了渠道合作伙伴绩效评估的多维概念框架，并为开展该领域的未来实证研究提供了合适的工具。

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