Channel design,coordination, and performance: Future research directions |
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| Authors: | Alberto Sa Vinhas Sharmila Chatterjee Shantanu Dutta Adam Fein Joseph Lajos Scott Neslin Lisa Scheer William Ross Qiong Wang |
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| Institution: | (1) Washington State University, Vancouver, WA, USA;(2) MIT Sloan School of Management, Cambridge, MA, USA;(3) Marshall School of Business, University of Southern California, Los Angeles, CA, USA;(4) Pembroke Consulting Inc., Philadelphia, PA, USA;(5) HEC, Paris, France;(6) Dartmouth College, Hanover, NH, USA;(7) University of Missouri-Columbia, Columbia, MO, USA;(8) Pennsylvania State University, State College, PA, USA |
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| 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. |
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