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Channel Design, Coordination, and Performance: Future Research Directions

Author

Listed:
  • Joseph Lajos

    (GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC - HEC Paris - Ecole des Hautes Etudes Commerciales - CNRS - Centre National de la Recherche Scientifique)

  • Alberto Sa Vinhas

    (University of Washington [Seattle])

  • Sharmila Chatterjee

    (MIT Sloan - Sloan School of Management - MIT - Massachusetts Institute of Technology)

  • Shantanu Dutta

    (FBE, Marshall School of Business - USC - University of Southern California)

  • Adam Fein

    (Pembroke Consulting - Pembroke Consulting)

  • Scott Neslin

    (Dartmouth College [Hanover])

  • Lisa Scheer

    (University of Missouri - UNIVERSITY OF MISSOURI)

  • William Ross

    (Pennsylvania State University, State College - PSU - PennState University [Pennsylvania])

  • Qiong Wang

    (Pennsylvania State University, State College - PSU - PennState University [Pennsylvania])

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.

Suggested Citation

  • Joseph Lajos & Alberto Sa Vinhas & Sharmila Chatterjee & Shantanu Dutta & Adam Fein & Scott Neslin & Lisa Scheer & William Ross & Qiong Wang, 2010. "Channel Design, Coordination, and Performance: Future Research Directions," Post-Print hal-00521807, HAL.
  • Handle: RePEc:hal:journl:hal-00521807
    DOI: 10.1007/s11002-010-9105-2
    Note: View the original document on HAL open archive server: https://hal-hec.archives-ouvertes.fr/hal-00521807
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    References listed on IDEAS

    as
    1. 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.
    2. S. Baranzoni & P. Bianchi & L. Lambertini, 2000. "Multiproduct Firms, Product Differentiation, and Market Structure," Working Papers 368, Dipartimento Scienze Economiche, Universita' di Bologna.
    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. 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.
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    1. repec:kap:mktlet:v:29:y:2018:i:1:d:10.1007_s11002-018-9450-0 is not listed on IDEAS
    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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