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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/124179


    Title: 中階主管抗拒新銷售通路的推出
    Middle manager resistance against new sales channel launch
    Authors: 王浩宇
    Wang, Hao-Yu
    Contributors: 吳文傑
    Wu, Jack
    王浩宇
    Wang, Hao-Yu
    Keywords: 多通道
    中層經理
    抗拒
    全方位渠道
    衛生保健
    multichannel
    middle manager
    resistance
    omnichannel
    healthcare
    Date: 2019
    Issue Date: 2019-07-01 10:56:44 (UTC+8)
    Abstract: 無
    Nowadays pursuing a multichannel strategy is a prevailing approach for retailers to boost sales and become more competitive. Multichannel strategy enables retailers to interact with more customers and improve profits by executing different marketing strategies. Meanwhile, the integration of sales channels becomes more crucial for the management to acquire higher sales growth, better shopping experience, and customer satisfaction. However, the management must acknowledge that there are external and internal conflicts while employing multichannel strategy. These conflicts are inevitable but they can be reduced. Hence, understanding why middle managers display resistance to new sales channel launches is important for companies so that they are able to mitigate the resistance and successfully launch new a sales channel.
    This topic is essential for companies with multiple sales channels or trying to operate more than one. Thus, understanding two frameworks of top management`s strategic roles and middle managers` strategic functions allows us to obtain different perspectives towards multichannel strategy. Next, this study focuses on what factors may cause middle managers` resistance to new sales channel launch. Based on that, this paper will propose five hypotheses and an overall model that help us to better interpret the topic. To examine the hypotheses, a survey to middle managers from Taiwanese healthcare retailers was conducted. After implementing analysis, the overall model has been concluded so that it significantly explains middle managers` resistance. Finally, this paper discuss the results and raise more arguments for further research.
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    Description: 碩士
    國立政治大學
    國際經營管理英語碩士學位學程(IMBA)
    105933008
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0105933008
    Data Type: thesis
    DOI: 10.6814/THE.NCCU.IMBA.011.2019.F08
    Appears in Collections:[International MBA] Theses

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