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Innovation in Marketing Channels

Author

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  • Fabio Musso

    (University of Urbino-Carlo Bo)

Abstract

In more recent years, the context of globalization in which market channel structures and strategies are developing is bringing to a more complex concept of marketing channels, with disintermediation or reintermediation, multichanneling and new roles/specializations that are emerging as new issues.In this context, innovation in marketing channels becomes a complex, multiorganizational, multidisciplinary activity that requires collaboration and interactions across various entities within the supply chain network. In recent years, the innovation processes in marketing channels have occurred with high intensity and speed, especially following the changes spurred by technology that allowed the adoption of more efficient organizational solutions.

Suggested Citation

  • Fabio Musso, 2010. "Innovation in Marketing Channels," Symphonya. Emerging Issues in Management, Niccolò Cusano University, issue 1 Marketi.
    • Handle: RePEc:sym:journl:142:y:2010:i:1
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    File URL: https://symphonya.unicusano.it/article/view/2010.1.04musso
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    References listed on IDEAS

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    Cited by:

    1. Beatriz Moliner-Velázquez & María Fuentes-Blasco & Irene Gil-Saura, 2019. "Effects of value and innovation on brand equity in retailing," Journal of Brand Management, Palgrave Macmillan, vol. 26(6), pages 658-674, November.
    2. Silvio M. Brondoni & Margherita Corniani & Sabina Riboldazzi, 2013. "Global Retailers, Market-Driven Management and Innovation," The International Journal of Economic Behavior - IJEB, Faculty of Business and Administration, University of Bucharest, vol. 3(1), pages 27-40, December.
    3. Karine Picot-Coupey, 2012. "Pop-up stores as a foreign operation mode for retailers," Economics Working Paper Archive (University of Rennes & University of Caen) 201241, Center for Research in Economics and Management (CREM), University of Rennes, University of Caen and CNRS.
    4. Qian Zheng & Manman Wang & Feng Yang, 2021. "Optimal Channel Strategy for a Fresh Produce E-Commerce Supply Chain," Sustainability, MDPI, vol. 13(11), pages 1-24, May.
    5. Francioni, Barbara & Musso, Fabio & Pagano, Alessandro, 2012. "Il ruolo dei consorzi per la valorizzazione del Made in Italy nel mercato indiano [The role of export consortia for the promotion of Made in Italy products in the Indian market]," MPRA Paper 49757, University Library of Munich, Germany, revised Dec 2012.
    6. Beatriz Moliner-Velázquez & Maria Fuentes-Blasco & David Servera-Francés & Irene Gil-Saura, 2019. "From retail innovation and image to loyalty: moderating effects of product type," Service Business, Springer;Pan-Pacific Business Association, vol. 13(1), pages 199-224, March.
    7. Musso, Fabio & Francioni, Barbara, 2009. "Foreign markets entry mode decision for SMEs. Key factors and role of industrial districts," MPRA Paper 32153, University Library of Munich, Germany.

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