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Channel Design, Coordination, and Performance: Future Research Directions

Author

Listed:
  • 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)

  • Adam Fein

    (Pembroke Consulting - Pembroke Consulting)

  • Scott Neslin

    (Dartmouth College [Hanover])

  • Lisa Scheer

    (Mizzou - University of Missouri [Columbia] - University of Missouri System)

  • William T. Ross

    (Penn State - Pennsylvania State University - Penn State System)

  • Qiong Wang

    (Penn State - Pennsylvania State University - Penn State System)

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.

Suggested Citation

  • Joseph Lajos & Alberto Sa Vinhas & Sharmila Chatterjee & Shantanu Dutta & Adam Fein & Scott Neslin & Lisa Scheer & William T. Ross & Qiong Wang, 2010. "Channel Design, Coordination, and Performance: Future Research Directions," Post-Print hal-00521807, HAL.
    • Handle: RePEc:hal:journl:hal-00521807
    DOI: 10.1007/s11002-010-9105-2
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    References listed on IDEAS

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    Cited by:

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    7. Tereza Dean & David A. Griffith & Roger J. Calantone, 2018. "Reciprocal value sharing in manufacturer-retailer relationships: the case of new product introductions," Marketing Letters, Springer, vol. 29(1), pages 87-100, March.

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