Communication Strategies in Marketing Channels: A Theoretical Perspective
Though the marketing literature acknowledges that communication plays a vital role in channel functioning, it provides no integrated theory for channel communication. The authors build a theoretical model to help understand the role of communication in marketing channels. They propose a contingency theory in which communication strategy moderates the impact of channel conditions (structure, climate, and power) on channel outcomes (coordination, satisfaction, commitment, and performance). When a communication strategy matches the channel conditions, channel outcomes will be enhanced in comparison with the outcomes when a communication strategy mismatches channel conditions.
Impact of User Pairing on 5G Nonorthogonal Multiple-Access Downlink Transmissions
Nonorthogonal multiple access (NOMA) represents a paradigm shift from conventional orthogonal multiple-access (MA) concepts and has been recognized as one of the key enabling technologies for fifth-generation mobile networks. In this paper, the impact of user pairing on the performance of two NOMA systems, i.e., NOMA with fixed power allocation (F-NOMA) and cognitive-radio-inspired NOMA (CR-NOMA), is characterized. For F-NOMA, both analytical and numerical results are provided to demonstrate that F-NOMA can offer a larger sum rate than orthogonal MA, and the performance gain of F-NOMA over conventional MA can be further enlarged by selecting users whose channel conditions are more distinctive. For CR-NOMA, the quality of service (QoS) for users with poorer channel conditions can be guaranteed since the transmit power allocated to other users is constrained following the concept of cognitive radio networks. Because of this constraint, CR-NOMA exhibits a different behavior compared with F-NOMA. For example, for the user with the best channel condition, CR-NOMA prefers to pair it with the user with the second best channel condition, whereas the user with the worst channel condition is preferred by F-NOMA.
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