电子商务对营销渠道管理的影响

通过对近些年来学术界关于电子商务对营销渠道影响相关文献的总结,本文评述了电子商务在营销渠道设计、营销渠道成员选择和管理、营销渠道评价等方面的影响:在营销渠道设计方面,学者们的研究集中在电子商务作为一种新的营销渠道的特性,与这一个新的渠道和旧渠道之间的关系等方向;在营销渠道成员选择和管理方面,相关研究主要集中在渠道冲突管理上;营销渠道评价方面的研究主要是为新的渠道设计新的绩效评价体系。因此,未来的相关研究应该集中在电子营销渠道和传统营销渠道的协同和替代作用,不同国家、不同经济水平和文化氛围对于渠道间关系的影响,以及多种渠道下企业营销策略研究等方面。     

The role of design in the future of digital channels: Conceptual insights and future research directions

PurposeIn the past channel literature has looked to other disciplines in developing and refining their theories, models and methods in order to evolve the field. This paper traces such history and highlights the substantial changes caused by the digital age. In light of this, the inclusion of design theory into future channel management is presented to overcome existing concerns.Design/methodology/approachA comprehensive review of literature on the history of channels, the emotional experience (people), limitations of digital innovation (technology) and the role of design (business) has been conducted to create a new approach, built upon the theory of the techno-economic innovation model.FindingsThe findings of this study propose design-led channel management as a new research area, providing novel research questions and future research directions. The inclusion of design and emotion theories indicates that the future of digital channel design requires a deeper understanding of customers and needs to go beyond technological advances.Theoretical implicationsThe findings provide an opportunity to explore dynamic theories and methodologies within the field of design that will broaden the horizons and challenge existing notions in channel literature.Originality/valueThis paper is the first paper that introduces the theory of Emotionate, as the next evolution of channel literature. The value of Emotionate lies in providing a new design-led process of integrating emotion to provide advice to practitioners as well as identifies research areas for academia, thereby extending the reach and richness of this emerging research field.     

Brand Equity Management in a Multichannel,Multimedia Retail Environment

Today's multichannel, multimedia retail marketing environment presents a number of brand management challenges. From a micro perspective, marketers must manage each individual channel and communication option to maximize their direct sales and brand equity effects, as well as any indirect brand equity effects from being associated with a particular channel or communication option. From a macro perspective, marketers must design and implement channel and communication options such that sales and brand equity effects are synergistic. Concepts, frameworks, and future research directions are put forth to address these different challenges.     

Channel Management Through Selective Announcement of Reward and Punishment Decisions

Purpose: Although channel influence strategies such as reward and punishment are useful for firms to manage certain channel partners, the social effect of these strategies has not been examined in the literature. In practice, firms selectively announce their reward and punishment decisions, hoping that these announcements can help encourage or prevent the channel behaviors of other channel members. The main purpose of this article is to provide a theoretical understanding of this business practice in channel management.

Methodology: The authors conducted interviews and a scenario experiment with sales managers. The experiment is a 2 (degree of institutionalization: high vs. low)?×?2 (power of distributors: powerful vs. less powerful)?×?2 (influence strategy: punishment vs. reward) design.

Findings: The authors found that firms are more likely to announce their reward decisions than punishment decisions. Also, when institutionalization of marketing channel is low, firms tend to announce all their reward decisions, but they are reluctant to announce their punishment decisions regarding powerful channel members. When institutionalization of marketing channel is high, we find that firms are more likely to announce rewards and punishments regarding less powerful channel members.

Contribution: An important contribution of this research is that we are among the first to explore the social effects of power exercise in channel management. We extend the channel power literature by arguing that selective announcements of power exercise (reward and punishment) can influence more channel members. In addition, we combine institutional theory and channel power theory to explain the underlying mechanisms. That is, the degree of institutionalization in marketing channel influences how firms make selective public announcements of their channel decisions.     

Order effect of multi-touchpoints on Generation Z consumers

Abundant user-generated content has increasingly driven consumers to form or modify their purchasing decisions based on interactions with other consumers, although the extant research overlooks the customer-to-customer (C2C) interaction touchpoints. Based on the customer journey characteristics of cross-channel and multi-frequency interactions, this study explores the impact of interaction valence and interaction channel sequence on Generation Z consumers' purchase attitudes from the perspective of attitude modification process. Using a scenario-based experimental design in a restaurant setting, we sample 616 Generation Z students. Findings suggest that C2C interactions that have the same valence at each touchpoint strengthen Generation Z consumers' initial purchase attitude, whereas inconsistent valences modify purchase attitudes. Our results reveal that a negative-to-positive ordering is more conducive to the formation of a positive purchase attitude than a positive-to-negative ordering. Moreover, the cross-channel sequence of a customer journey moderates the inconsistent valence order such that the positive-to-negative order improves purchase attitude more than the negative-to-positive order. This study explains theoretically the difference of ambivalent experiences on Generation Z consumer attitudes. We provide practical suggestions for multi-channel restaurant enterprises to successfully employ customer journey touchpoint management.     

Steering customers to the online channel: The influence of personal relationships,learning investments,and attitude toward the firm

Understanding the consequences of customer steering is a key challenge of multichannel customer management. Although many firms are faced with the question whether customers should be steered to the online channel to realize the potential benefits of this channel, little is known about the circumstances under which customers will be unreceptive to the online channel and displeased if they are steered. This research addresses this critical gap and examines the impact of customer steering with assortment modifications on customers' online migration decisions and overall satisfaction in three experimental studies. The results highlight the importance of three contingency factors: personal relationships in the current channel, learning investments into the online channel and attitude toward the steering firm.     

Competitive channel relationship management: When resellers establish competing manufacturer relationships

The focus of this study is the impact of competitive relationships on the effectiveness of channel relationship management strategies. We argue that the characteristics of a reseller??s relationship with alternative manufacturers influence his/her evaluation of the relationship with a focal manufacturer. We extend previous research by suggesting that the relative levels of channel conflict and information exchange are critical determinants of relationship outcomes. Building on previous literature on customer satisfaction, we argue that this relation is asymmetric; improvements in the levels of channel conflict and information exchange will have a greater effect when these are below the competitor??s comparative level than when these are above. We find support for these hypotheses in a sample of 491 observations corresponding to different resellers selling a manufacturer??s product line across several countries. Our results underscore the need for suppliers to go beyond conflict minimization and information exchange policies across relationships and consider individual-level competitive effects for each relationship.     

Key Issues in Multichannel Customer Management: Current Knowledge and Future Directions

Multichannel customer management is “the design, deployment, and evaluation of channels to enhance customer value through effective customer acquisition, retention, and development” (Neslin, Scott A., D. Grewal, R. Leghorn, V. Shankar, M. L. Teerling, J. S. Thomas, P. C. Verhoef (2006), Challenges and Opportunities in Multichannel Management. Journal of Service Research 9(2) 95–113). Channels typically include the store, the Web, catalog, sales force, third party agency, call center and the like. In recent years, multichannel marketing has grown tremendously and is anticipated to grow even further. While we have developed a good understanding of certain issues such as the relative value of a multichannel customer over a single channel customer, several research and managerial questions still remain. We offer an overview of these emerging issues, present our future outlook, and suggest important avenues for future research.     

Commitment and Trust in Cross-National Channel Relationships

Abstract

Cross-national channel relationships are becoming increasingly important, so it is time for research in the channels literature to continue beyond a focus of channel relationships within a single country or channel design for market entry. The author presents a model of commitment in cross-national manufacturer-distributor relationshipsthat extends the commitment-trust theory of relationship marketing by incorporating four constructs conceptualized to represent the influence of a firm's current and prospective partners on the focal relationship: resource transferability-to partner; resource transferabil-ity-from partner; resource particularity-adaptation and resource particularity-consumption. Data collected from 143 U.S. manufacturers, 106 Mexican manufacturers, and 97 Mexican distributors show that the model generalizes across this national boundary. In particular, a similar influence of mutuality on trust and trust on commitment was observed for both manufacturers and distributors. The influence of resource transferability, particularity on the relationship, was also observed. The findings provide strong support for extending the commitment-trust theory to aid the study and management of cross-national channel relationships.     

Exploring Perceived Channel Price,Quality, and Value as Antecedents of Channel Choice and Usage in Multichannel Shopping

This study investigates consumer perceptions of price-quality-value based on shopping channel attributes as antecedents of channel choice and usage in multichannel shopping environments. Findings indicate that channel usage intention is directly influenced by consumer perceptions of channel value and indirectly by consumer perceptions of channel quality and channel price. Consumer perceptions of channel attributes most important to channel usage intention include utilitarian and hedonic value, service and merchandise quality, and monetary and non-monetary price. Managerial implications for retailers suggest a need for strategic management and differentiation of channel attributes to enhance channel value perceptions and increase channel usage intention.     

How can mindfulness enhance moral reasoning? An examination using business school students

Given the comprehensive influence of mindfulness on human thought and behavior, and the importance of moral reasoning in business decisions, we examine the role of mindfulness as an antecedent to moral reasoning through two studies. In Study 1, we propose and test a theoretically derived model that links mindfulness and moral reasoning, mediated by compassion and egocentric bias using a survey design. In Study 2, we examine whether mindfulness training enhances moral reasoning using an experimental design with graduate students of business management. The findings of Study 1 substantiate the positive association of mindfulness with moral reasoning. We found that this relationship is fully mediated by compassion and egocentric bias. The results of Study 2 suggest that mindfulness meditation training has a positive impact on individuals' states of mindfulness, compassion, and moral reasoning, and decreases egocentric bias. We relate the findings of the study with contemporary neurological research and discuss the theoretical, pedagogical, and managerial implications.     

Perceptions on the Causes of Individual and Fraudulent Co-offending: Views of Forensic Accountants

In this paper, we review the literature on moderators and mediators in the corporate sustainability (CS)–corporate financial performance (CFP) relationship. We provide some clarity on what has been learned so far by taking a contingency perspective on this much-researched relationship. Overall, we find that this research has made some progress in the past. However, we also find this research stream to be characterized by three major shortcomings, namely low degree of novelty, missing investment in theory building, and a lack of research design and measurement options. To address these shortcomings, we suggest avenues for future research. Beyond that we also argue for a stronger emphasis on the strategic perspective of CS. In particular, we propose future research to take a step back and aim for an integration of the CS–CFP relationship into the strategic management literature.     

A Virtue-Ethics Analysis of Supply Chain Collaboration

Technological advancements in information systems over the past few decades have enabled firms to work with the major suppliers and customers in their supply chain in order to improve the performance of the entire channel. Tremendous benefits for all parties can be realized by sharing information and coordinating operations to reduce inventory requirements, improve quality, and increase customer satisfaction; but the companies must collaborate effectively to bring these gains to fruition. We consider two alternative methods of managing these interfirm supply chain relationships in this article. The first, which we have named “dictatorial collaboration,” occurs when a dominant supply chain entity assumes control of the channel and forces the other firms to follow its edicts. We compare and contrast this method with “sustainable collaboration,” in which the parties share resources and engage in joint problem solving to improve the performance of the system as a whole. We use a virtue ethics lens to describe these methods of relationship management to suggest that sustainable collaboration is preferable to dictatorial collaboration both operationally and ethically in the long run.     

制造商渠道多元化与跨渠道冲突：企业规模和跨渠道整合的调节作用

互联网技术和电子商务的发展为企业采用多渠道销售产品提供了有力的支持。采用不同类型的渠道销售产品成为企业塑造竞争力的重要途径,但同时也对企业对多渠道进行管理带来了挑战。文章基于多渠道相关研究,探讨企业渠道多元化对跨渠道冲突的影响,以及企业规模、跨渠道整合对上述关系的调节效应。以185家制造企业为对象,通过问卷调查收集数据,运用多元层次回归对研究假设进行检验。研究结果表明,企业的渠道多元化会激化跨渠道冲突;企业规模正向调节渠道多元化与跨渠道冲突之间的关系;跨渠道整合负向调节渠道多元化与跨渠道冲突之间的关系。     

关于渠道支配的几个理论问题

渠道支配理论是渠道管理理论的重要内容。本文在现有研究成果的基础上较深入地分析了渠道支配的概念、渠道支配力的源泉、渠道支配与权威、渠道影响力等理论问题。文章认为。渠道支配理论要着重解释渠道成员之间的非对称关系;渠道影响力与权威概念并不是完全独立于支配力的概念,对深化渠道系统关系研究的贡献十分有限;而关于渠道支配源泉的定义和划分仍有进一步研究的空间。     

Retailing research: Past,present, and future

The field of retailing has experienced significant changes in recent years. In this article, we review articles published in Journal of Retailing over the 2002–2007 time span, classified into ten broad topic categories: price, promotion, brand/product, service, loyalty, consumer behavior, channel, organizational, Internet, and other. Some areas have received a reasonable amount of attention; others would be worthy of additional work. We summarize a key insight from each article in the Appendix. Finally, we highlight some key insights for each area and some avenues for further research, in the hope that this review spurs additional research into these and other areas of importance to both academicians and retail practitioners.     

Understanding Hybrid Channel Conflict: A Conceptual Model and Propositions for Research

ABSTRACT

The use of several distinct channel types by suppliers to serve a given product-market is rapidly becoming the dominant design. Such increasingly complex distribution systems present unique opportunities and problems for marketers, including how to most effectively manage the intrafirm, interchannel conflict resulting from channel coalitions competing with one another for resources, both internal (expenditures, personnel) and external (customers). Moreover, it is unclear whether conflict in a hybrid distribution system is “good” or “bad” for the supplier firm. We develop a theoretically-grounded conceptual model of the antecedents and consequences of hybrid channel conflict and offer several empirically testable research propositions, including a contingency framework for determining the functionality of hybrid channel conflict. Perhaps most important in terms of contribution to the marketing literature are the conceptualization of hybrid channel conflict itself and the associated definitions which we present in this paper.     

A Simulation Model Of Multi‐Echelon Retail Inventory With Cross‐Channel Product Returns

This study explores the relationship between a retailer's product returns processing structure and Multi‐Echelon inventory system performance under cross‐channel and same‐channel product returns policies with nonstationary demand. Our research contributes to the growing body of reverse logistics literature, offering insight into how a retailer's logistical returns management strategy can impact inventory effectiveness in cross‐channel retail environments. Adopting a contingency framework, we develop research hypotheses which we test through experimentation on a Multi‐Echelon retail inventory system within a discrete‐event simulation. Model parameters are derived from data collected from a large U.S. retailer of consumer durable and nondurable goods. We find an amplifying effect of a cross‐channel returns policy on the positive relationship between a decentralized returns processing structure and inventory effectiveness. Further, through our analysis of nonstationarity in demand and resulting returns, we uncover strong main and interaction effects that seasonal demand variation can have on inventory outcomes, even under only moderate levels of seasonality. Our results highlight the need for firms to align logistical structures for returns processing with the returns policy and the external environment, while also lending credence to calls within the logistics literature for improved modeling of nonstationary demand in inventory management research.     

Bridge,Focus, Attack,or Stimulate: Retail Category Management Strategies with a Store Brand

We investigate a monopolist retailer's category management strategy where the main strategic decisions are how to horizontally position a store brand relative to the incumbent national brands and how to price the store and national brands for retail category profit maximization. We analyze a market composed of two consumer segments with differing tastes and heterogeneity with respect to willingness to pay and a product category consisting of two competing national brands and one store brand. We find that contrary to the existing literature, it is not always optimal for a retailer to position its store brand against the leading national brand; instead there are many situations where it is best to position the store brand close to the weaker national brand or to position it in the “middle” so it appeals to both national brands' target segments. In the process we identify four distinct category management strategies that a retailer can use with a store brand. In three of these the optimal store brand price is the brand's monopoly price, while in the remaining one strategy the price is lower. We also suggest an easy to implement means for a retailer to determine which strategy is best to use, depending on the particular competitive environment present before the introduction of the store brand and the relative quality of the store brand. We find that the store brand entry is most beneficial to the retailer when the national brands are moderately differentiated. Finally we show that introducing a store brand not only allows the retailer to garner a higher share of the channel profits through higher retail margins, but also often provides the retailer the benefit of increases in national brand unit sales as well as incremental sales from the store brand. JEL Classification: M310