高分悬赏！！麻烦请帮忙翻译这一小段文章！！（英翻中）

你的两个问题应该是连在一起的吧，我和在一起翻译了，个别名词因为专业性的原因，可能不准确，希望对你有帮助。

DISCUSSION OF IMPLICATIONS AND LIMITATIONS
意义和局限性

Implications for Theory
理论的意义

One goal of this study was to follow up on our previous finding (see Calantone and Schatzel 2000) that a firm’s desire to build competitive equity was a key driver of a firm’s preannouncement behavior. In short, do firms with greater levels of preannouncement behavior obtain their sought-after outcome—greater levels of competitive equity? Based on our model testing, the null result (Hypothesis 1) indicates that, contrary to the preannouncing firm’s intention, competitive equity is not affected. A possible explanation is that competitive equity, or a firm’s leadership position within its industry, is a function of its actual performance (e.g., product quality, financial performance, market share) and is thus less subject to manipulation by the use of preannouncements, which is an information-based influencing strategy.However, the proposed positive effects of competitive equity directly on new product success (Hypothesis 2), as well as indirectly through market anticipation (Hypothesis 5), are supported. These findings indicate that firms with greater levels of competitive equity may enjoy an “advantaged” market environment that fosters new product success.
这项研究的目的之一是承接我们之前的研究成果（参见Calantone and Schatzel2000）一个企业希望公平竞争的愿望是一个驱使企业预报行为（此处名词请自己根据专业及上下文酌情修改）的关键。简而言之，有更多预报行为的企业会如期望那样得到回报——相对多的竞争公平性吗？根据我们的模型测试，结果表明（假设1），实际情况与公司之前的预期不同，竞争力没有受到影响。一个可能的解释是，竞争资本，或者说一个企业在其行业的领导地位，是其业绩（例如，产品质量，财务业绩，市场份额）的函数，从而很少受预报这种仅以信息为基础的影响力战略的支配。然而，企业竞争力对于新产品成功的直接积极影响（假设2）和通过市场预期实现的间接积极影响（假设5）得到了支持。这些研究成果显示有更多竞争力的企业可能获得更好推进新产品成功的市场环境。

For firms such as Sony and Dell, their status as industry leaders may positively affect their new product success in two ways. First, new product development has substantial risks, as most new products are failures, but firms with greater levels of competitive equity may be more attractive partners to investors, supply chain partners, and other firms (e.g., joint venturers). Their leadership position suggests that a new product is more likely to be successful, and doing business with such a firm may even elevate the partner’s status and provide a powerful qualification (e.g., Lear Corporation’s status as a preferred supplier to Ford Motor Company; Hambricht and Quist’s underwriting of Amazon.com’s latest bond offering). In short, they may face a receptive external environment when they solicit恳求 the necessary resources, either financial or managerial; to execute their NPD plans.
对于像索尼和戴尔这样的企业，它们在行业中的领袖地位可能通过两个途径促进它们新产品的成功。其一，新产品开发存在固有的风险，因为大多数的新产品都会失败。但有更多竞争力的企业可能对于投资者、供应商和其他企业（比如合资企业）来说更有合作吸引力。它们的领袖地位暗示了新产品更容易成功，同时与这样的领袖企业合作可能也能提升合伙人自身的地位，为自己提供了有利的资格证明（比如，李尔公司作为福特汽车公司供应商的地位；Hambricht and Quist's托管线上零售商亚马逊的最新债券）。简而言之，当它们寻求新产品计划所必需的资源时，可以得到外部环境的支持，不论是财政上的，还是管理上的。

Second, firms with greater levels of competitive equity influence industry standards, and their products often serve as product class standards. As such, their new products would obtain product-level advantages favorably influencing their success. Similar to brand equity within the consumer domain, competitive equity may provide a significant and inimitable competitive advantage in business-to-business relationships. However, these questions are beyond the scope of this study, and thus, further research regarding these relationships is indicated.
其次，有高竞争力的企业影响行业标准，它们的产品通常作为行业的产品分类的依据。因此，它们的新产品必定获得有利于它们成功的产品层级上的优势。类似于品牌资产在消费者间的影响，在企业对企业的关系中，竞争资本提供了有效且独特的竞争优势。然而这些问题超出了这次讨论的范畴，因此，深入的研究中认为这些关系是已知。

In addition, the results support our hypothesis that a firm’s preannouncement behavior is related positively to market anticipation (Hypothesis 7). That is, the greater a firm’s preannouncement behavior, the greater is the favorable bias and interest of various market participants (e.g., buyers, distributors, suppliers, investors, media) toward the firm’s new products and future plans. Furthermore, the findings also indicate that market anticipation fosters new product success indirectly thorough（这个词是不是应该是through？） its positive relationship with a firm’s NPD resources (Hypothesis 8). Wind and Mahajan (1987) proposed that a “supportive and receptive atmosphere for new products” is a key contributor to new product success. This finding supports this notion and attests to the possible role of preannouncement as a factor indirectly influencing new product success.

此外，研究结果支持了我们的假设，一个企业的预告行为对于市场预期有积极影响（假设7）。也就是说，一个企业的预报行为越多，各种市场预期（例如，消费者，批发商，供应商，投资者，媒体）对于此公司新产品和未来计划的偏好和兴趣就越多。而且，研究结果还显示，市场预期通过与新产品开发资源的正相关 间接推动新产品的成功（假设8）。Wind and Mahajan (1987)提出“对新产品支持和接纳的环境”是新产品成功的关键。这个发现支持了该看法并证实了预报对于新产品开发潜在的间接影响

本答复杜绝机译，请明鉴。

Second, firms with greater levels of competitive equity influence industry standards, and their products often serve as product class standards. 其次，具有较高水平竞争资本的企业会对行业标准产生影响，而且他们的产品往往起到产品等级标准的作用。As such, their new products would obtain product-level advantages favorably influencing their success. 同样，他们的新产品将获得产品层次上的优势，对他们的成功起到有利的影响。Similar to brand equity within the consumer domain, competitive equity may provide a significant and inimitable competitive advantage in business-to-business relationships. 与顾客领域中的品牌资产类似，竞争资本在B2B（企业间电子商务）关系上可以具有相当大而独一无二的竞争优势。（However, these questions are beyond the scope of this study, and thus, further research regarding these relationships is indicated. 可是这些问题超出了本研究的范围，因此，我们指明了关于这些关系的进一步研究

In addition, the results support our hypothesis that a firm’s preannouncement behavior is related positively to market anticipation (Hypothesis 7). 此外，结果支持了我们的假设，即企业的预告行为与市场的预期有明确的关系（假设7）。That is, the greater a firm’s preannouncement behavior, the greater is the favorable bias and interest of various market participants (e.g., buyers, distributors, suppliers, investors, media) toward the firm’s new products and future plans.也就是说，企业的遇到行为越大，有利的偏倚就越大，不同市场参与者（例如购买者、经销商、投资者、媒体）的利益也越大 。Furthermore, the findings also indicate that market anticipation fosters new product success indirectly thorough its positive relationship with a firm’s NPD resources (Hypothesis 8). 而且，这些发现还表明，市场预期能通过其与企业NPD资源的正面关系而间接的促进新产品的成功。Wind and Mahajan (1987) proposed that a “supportive and receptive atmosphere for new products” is a key contributor to new product success. Wind and Mahajan 在1987年提出，“对新产品支持和接受的氛围”是新产品成功的关键贡献因素。This finding supports this notion and attests to the possible role of preannouncement as a factor indirectly influencing new product success. 这一发现支持了这一概念，并且证明了预告作为间接影响新产品成功的因素所具有的可能作用。

Second, firms with greater levels of competitive equity influence industry standards, and their products often serve as product class standards. As such, their new products would obtain product-level advantages favorably influencing their success. Similar to brand equity within the consumer domain, competitive equity may provide a significant and inimitable competitive advantage in business-to-business relationships. However, these questions are beyond the scope of this study, and thus, further research regarding these relationships is indicated.
第二，企业有更大程度的影响公平竞争的行业标准，其产品往往成为产品一流的标准。因此，他们的新产品将获得产品级的优势积极影响其成功。类似的品牌资产的消费领域，可提供公平竞争的一个重要和独特的竞争优势，企业对企业的关系。然而，这些问题都超出这项研究的范围，因此，进一步研究对这些关系的说明。

In addition, the results support our hypothesis that a firm’s preannouncement behavior is related positively to market anticipation (Hypothesis 7). That is, the greater a firm’s preannouncement behavior, the greater is the favorable bias and interest of various market participants (e.g., buyers, distributors, suppliers, investors, media) toward the firm’s new products and future plans. Furthermore, the findings also indicate that market anticipation fosters new product success indirectly thorough its positive relationship with a firm’s NPD resources (Hypothesis 8). Wind and Mahajan (1987) proposed that a “supportive and receptive atmosphere for new products” is a key contributor to new product success. This finding supports this notion and attests to the possible role of preannouncement as a factor indirectly influencing new product success.

此外，该结果支持我们的假设，即公司的预报行为是有关积极的市场预期（假设7 ） 。这就是说，更大的一个公司的预报行为，更是有利的偏见和利益不同的市场参与者（例如，买家，经销商，供应商，投资者，媒体）对公司的新产品和未来的计划。此外，调查结果还表明，市场预期促进新产品的成功间接彻底的积极关系，一个公司的NPD的资源（假设8 ） 。风和马哈詹（ 1987年）提出， “支持和接受的气氛，新产品”是一个主要贡献者成功推出新产品。这一发现支持这一概念，并证明可能发挥的作用，预报的一个因素间接影响新产品的成功。

其次，与竞争产权影响业界标准的更加了不起的水平的企业和他们的产品经常担当产品分类标准。 同样地，他们的新产品将得到有利地影响他们的成功的产品级好处。 类似在消费者领域之内的商标权，竞争产权也许提供在企业间的关系的重大和独特的竞争优势。 然而，这些问题是超出这项研究的范围之外，并且因而，关于这些关系的进一步研究被表明。
另外，结果支持我们的假说firm’s preannouncement行为肯定地与市场预期(假说7)有关。 即伟大firm’s preannouncement行为，越伟大的是各种各样的市场参加者(即，买家、经销商、供应商、投资者，媒介)的有利偏心和兴趣往firm’s新产品和未来规划。 此外，研究结果也表明市场预期间接地促进详尽新产品的成功它的与firm’s NPD资源(假说8)的积极关系。 wind和Mahajan (1987)提议新的products”的“supportive和易接收的大气是新产品成功的一个关键贡献者。 发现的这支持这个概念并且证实对preannouncement的可能的角色作为间接地影响新产品成功的因素。

......其次，企业更大程度的影响公平竞争的行业标准，其产品往往充当类产品标准。因此，他们的新产品将获得产品级的优势积极影响他们的成功。类似的品牌资产在消费者领域，公平竞争提供了重要和独特的竞争优势，企业对企业的关系。然而，这些问题都超出这项研究的范围，因此，进一步研究关于这些关系的说明。

此外，该结果支持我们的假设，即一个公司的预报有关的行为是积极的市场预期（假设7 ） 。这是更大的一个公司的预报行为，更多的是有利的偏见和利益的各种市场参与者（例如，买家，经销商，供应商，投资者，媒体）对公司的新产品和未来的计划。此外，该调查结果还表明，市场预期促进新产品的成功间接彻底的积极关系，公司的NPD的资源（假设8 ） 。风和马哈詹（ 1987 ）建议， “支持和接纳的气氛，新产品”是一个主要贡献者成功推出新产品。这一发现支持这一概念，并证明了可能发挥的作用预报作为一个因素间接影响新产品成功...

希望给你帮助。谢谢打了好辛苦。。

第二,随着竞争性公平的较大水平公司影响工业标准,和他们的产品常常当产品课标准用.以这样的身份,他们的新产品将得到有利影响他们的成功产品-差不多优势.和在消费者领土以内品牌公平相似,竞争性公平可以提供一种在公司对公司-关系中重要和不能模仿的竞争性优势.但是,这些问题是超出这研究的范围,和到目前为止关于这些关系研究被指示. 此外,结果支持我们假说预先宣告行为表示赞同和市场期待((假说7)有关.也就是说较大预先宣告行为,较大是各种各样市场参加者((例如购买者,分发者,供应者,投资者,媒体)的有利偏爱新将来计划和权益.此外,发现也指示市场期待间接帮助发展新产品成功完全它的建设性的和一(假说8)的关系.缠绕为新的存在一重要新产品成功的贡献者和(1987)建议那和易于接受气氛.这发现支持这想法和证明预先宣告阿斯一因素的可能作用间接影响新产品成功.