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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

    (Mizzou - University of Missouri [Columbia] - University of Missouri System)

  • William T. Ross

    (Penn State - Pennsylvania State University [State College, PA] - Penn State System)

  • Qiong Wang

    (Penn State - Pennsylvania State University [State College, PA] - Penn State System)

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 T. 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
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    Cited by:

    1. Torsten Bornemann & Martin Klarmann & Martin Moosbrugger, 2020. "Verhaltenswissenschaftliche Forschung zum organisationalen Einkaufsverhalten: Überblick über die Marketingliteratur [Behavioral B2B Buying Research—An Overview of the Marketing Literature]," Schmalenbach Journal of Business Research, Springer, vol. 72(4), pages 447-478, December.
    2. Ilaria Dalla Pozza, 2024. "Creating customer value through omnichannel service delivery: a study of the French insurance market," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(2), pages 392-405, June.
    3. 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.
    4. Maria Antonella Ferri & Maria Palazzo, 2018. "Dual marketing communications: Enriching channel value network with a multi-channel strategic communication," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2018(3), pages 69-83.
    5. Francesca Conte & Agostino Vollero, 2018. "CEOs of dual marketers organizations: Communication and reputation management issues," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2018(3), pages 21-39.
    6. Vaishnav, Bharat & Ray, Sourav, 2023. "A thematic exploration of the evolution of research in multichannel marketing," Journal of Business Research, Elsevier, vol. 157(C).
    7. 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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