IDEAS home Printed from https://ideas.repec.org/a/inm/ormksc/v6y1987i2p156-174.html
   My bibliography  Save this article

The Channel Design Decision: A Model and an Application

Author

Listed:
  • V. Kasturi Rangan

    (Harvard University)

Abstract

This paper proposes a channel design model based on the notion that distribution functions are the basic determinants of channel structure. The purpose of the model is to assist manufacturers in making effective channel decisions. The model evaluates what distribution structure the firm should adopt, how many intermediaries it should use, and what levels of service it should offer its customers. The proposed model-based decision approach is illustrated with an industrial marketing application. First, parameters were established for the model, using a combination of field data and managerial judgment. Next, the model was used to optimize profits over several channel alternatives. The profit-maximizing alternative determined the optimal channel structure, distribution intensity, and channel service. The implications of the model results for the manufacturer are discussed.

Suggested Citation

  • V. Kasturi Rangan, 1987. "The Channel Design Decision: A Model and an Application," Marketing Science, INFORMS, vol. 6(2), pages 156-174.
    • Handle: RePEc:inm:ormksc:v:6:y:1987:i:2:p:156-174
    DOI: 10.1287/mksc.6.2.156
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1287/mksc.6.2.156
    Download Restriction: no
    File URL: https://libkey.io/10.1287/mksc.6.2.156?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Rodríguez, Betzabé & Aydın, Göker, 2015. "Pricing and assortment decisions for a manufacturer selling through dual channels," European Journal of Operational Research, Elsevier, vol. 242(3), pages 901-909.
    2. Krafft, Manfred & Goetz, Oliver & Mantrala, Murali & Sotgiu, Francesca & Tillmanns, Sebastian, 2015. "The Evolution of Marketing Channel Research Domains and Methodologies: An Integrative Review and Future Directions," Journal of Retailing, Elsevier, vol. 91(4), pages 569-585.
    3. Jaffe, Eugene Donald & Yi, Ling, 2007. "What are the drivers of channel length? Distribution reform in The People's Republic of China," International Business Review, Elsevier, vol. 16(4), pages 474-493, August.
    4. Jason Kuruzovich & Siva Viswanathan & Ritu Agarwal & Sanjay Gosain & Scott Weitzman, 2008. "Marketspace or Marketplace? Online Information Search and Channel Outcomes in Auto Retailing," Information Systems Research, INFORMS, vol. 19(2), pages 182-201, June.
    5. R B McNaughton, 1999. "Transaction Cost Analysis and the Methodology of Foreign-Market Entry-Mode Studies," Environment and Planning A, , vol. 31(4), pages 575-596, April.
    6. Malte Brettel & Andreas Engelen & Thomas Müller & Oliver Schilke, 2011. "Distribution Channel Choice of New Entrepreneurial Ventures," Entrepreneurship Theory and Practice, , vol. 35(4), pages 683-708, July.
    7. Li, Lin & Li, Guo, 2023. "Integrating logistics service or not? The role of platform entry strategy in an online marketplace," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 170(C).
    8. Gangshu (George) Cai & Yue Dai & Sean X. Zhou, 2012. "Exclusive Channels and Revenue Sharing in a Complementary Goods Market," Marketing Science, INFORMS, vol. 31(1), pages 172-187, January.
    9. Cai, Gangshu (George) & Zhang, Zhe George & Zhang, Michael, 2009. "Game theoretical perspectives on dual-channel supply chain competition with price discounts and pricing schemes," International Journal of Production Economics, Elsevier, vol. 117(1), pages 80-96, January.
    10. R C Hanna & P D Berger & L J Abendroth, 2005. "Optimizing time limits in retail promotions: an email application," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 56(1), pages 15-24, January.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:inm:ormksc:v:6:y:1987:i:2:p:156-174. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Asher (email available below). General contact details of provider: https://edirc.repec.org/data/inforea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.