Channel Design, Coordination, and Performance: Future Research Directions

Joseph Lajos, Alberto Sa Vinhas, Sharmila Chatterjee, Shantanu Dutta, Adam Fein (), Scott Neslin, Lisa Scheer, William Ross and Qiong Wang
Additional contact information
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
Scott Neslin: Dartmouth College [Hanover]
Lisa Scheer: Mizzou - University of Missouri [Columbia] - University of Missouri System
William Ross: Penn State - Pennsylvania State University - Penn State System
Qiong Wang: Penn State - Pennsylvania State University - Penn State System

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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.

Keywords: Channels of distribution; Customer relationship management; Multiple channels (search for similar items in EconPapers)
Date: 2010-09
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Citations: View citations in EconPapers (6)

Published in Marketing Letters, 2010, 21 (3), pp.223-237. ⟨10.1007/s11002-010-9105-2⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00521807

DOI: 10.1007/s11002-010-9105-2

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