 Vertical and horizontal governance in multiple-channel systemsYoritoshi Hara and Yonghoon Choi Journal of Business Research, 2023, vol. 156, issue C Abstract: Multiple-channel systems have several characterizing dimensions, as they encompass the concepts of multiple and dual channels. However, neither has been unambiguously distinguished. To clarify this difference, this study separates multichannel system dimensions into two categories: channel variety and duality. We examine how these two dimensions influence vertical and horizontal relationship governance in multichannel systems using survey data from industrial manufacturers. The results of our study show that vertical and horizontal governance positively affect channel performance, and that channel variety has a moderating role in weakening the performance effect of vertical governance, while channel duality strengthens this effect. Thus, the findings imply that diversifying channel types makes channel management difficult for manufacturers because of the negative moderating effect of this strategy. Meanwhile, the analytical results on the positive moderating effect of channel duality imply that the concurrent deployment of integrated and independent channels assists in vertical governance between manufacturers and intermediaries. Keywords: Multichannel systems; Channel variety; Channel duality; Inter-firm governance (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:156:y:2023:i:c:s0148296322009948 DOI: 10.1016/j.jbusres.2022.113529 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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