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Channel design, coordination, and performance: Future research directions

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  • Alberto Sa Vinhas
  • Sharmila Chatterjee
  • Shantanu Dutta
  • Adam Fein
  • Joseph Lajos
  • Scott Neslin
  • Lisa Scheer
  • William Ross
  • Qiong Wang

Abstract

The marketing literature has made significant progress toward a better understanding of how firms can effectively design and manage their channels of distribution. However, the complexity of today's channel systems raises additional issues that remain unaddressed. The purpose of this article is to suggest promising research directions in this domain. We suggest several possible avenues to relate multiple channel design and management to channel-system, channel-relationship, and customer-level outcomes. In particular, we see a great opportunity to integrate multichannel customer management and traditional channel design research. We argue that future research should account for cross-level effects and incorporate variables at more than one relationship level.
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Suggested Citation

  • Alberto Sa Vinhas & Sharmila Chatterjee & Shantanu Dutta & Adam Fein & Joseph Lajos & Scott Neslin & Lisa Scheer & William Ross & Qiong Wang, 2010. "Channel design, coordination, and performance: Future research directions," Marketing Letters, Springer, vol. 21(3), pages 223-237, September.
    • Handle: RePEc:kap:mktlet:v:21:y:2010:i:3:p:223-237
    DOI: 10.1007/s11002-010-9105-2
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    2. Ferguson, Jodie L. & Brown, Brian P. & Johnston, Wesley J., 2017. "Partitioned pricing, price fairness perceptions, and the moderating effects of brand relationships in SME business markets," Journal of Business Research, Elsevier, vol. 72(C), pages 80-92.
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    5. Vaishnav, Bharat & Ray, Sourav, 2023. "A thematic exploration of the evolution of research in multichannel marketing," Journal of Business Research, Elsevier, vol. 157(C).
    6. Tereza Dean & David A. Griffith & Roger J. Calantone, 2018. "Reciprocal value sharing in manufacturer-retailer relationships: the case of new product introductions," Marketing Letters, Springer, vol. 29(1), pages 87-100, March.

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