Organizing and managing channels of distribution

During the past three decades, tremendous strides have been made in our understanding of how firms should organize and manage their channels of distribution. Still, we have barely touched the surface of all the managerial issues that need to be addressed. A variety of research needs still exist regarding constructs and issues examined in prior channels research. Furthermore, many issues of managerial importance relating to the organization and management of channels of distribution have received no attention in empirical research. The purpose of this article is to provide a perspective on how channels research should proceed in the future to promote the most progress. It is hoped that the article will help to shape the future direction of marketing thought with regard to channels of distribution and its fundamental domain. Gary L. Frazier, Ph.D., holds an endowed chair appointment as the Richard and Jarda Hurd Professor of Distribution Management in the Marshall School of Business Administration at the University of Southern California (USC), Los Angeles. His research interests have focused on the structuring and management of channels of distribution around the world. He is especially interested in how channel relationships can be efficiently and effectively coordinated to create value for the channel’s customers. He has conducted research studies on channels of distribution in Europe and India, as well as in the United States. He has edited 10 books and proceedings, and has published more than 40 research article, including 15 in theJournal of Marketing and theJournal of Marketing Research. He heads the Program in Distribution Management at USC, supported by distributors with more than $10 billion in annual sales. He has won several awards for his teaching. He also has had the opportunity to consult and teach for a number of major corporations.