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Channel design, coordination, and performance: Future research directions

  • Alberto Sa Vinhas


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

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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Article provided by Springer in its journal Marketing Letters.

Volume (Year): 21 (2010)
Issue (Month): 3 (September)
Pages: 223-237

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Handle: RePEc:kap:mktlet:v:21:y:2010:i:3:p:223-237
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  1. Deleersnyder, B. & Geyskens, I. & Gielens, K. & Dekimpe, M.G., 2002. "How Cannibalistic is the Internet Channel?," ERIM Report Series Research in Management ERS-2002-22-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
  2. Dutta, Shantanu, et al, 1995. "Understanding Dual Distribution: The Case of Reps and House Accounts," Journal of Law, Economics and Organization, Oxford University Press, vol. 11(1), pages 189-204, April.
  3. Erin Anderson, 1985. "The Salesperson as Outside Agent or Employee: A Transaction Cost Analysis," Marketing Science, INFORMS, vol. 4(3), pages 234-254.
  4. S. Baranzoni & P. Bianchi & L. Lambertini, 2000. "Market Structure," Working Papers 368, Dipartimento Scienze Economiche, Universita' di Bologna.
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