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Journal Articles Marketing Letters Year : 2010

Channel Design, Coordination, and Performance: Future Research Directions

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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.

Dates and versions

hal-00521807 , version 1 (28-09-2010)

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Joseph Lajos, Alberto Sa Vinhas, Sharmila Chatterjee, Shantanu Dutta, Adam Fein, et al.. Channel Design, Coordination, and Performance: Future Research Directions. Marketing Letters, 2010, 21 (3), pp.223-237. ⟨10.1007/s11002-010-9105-2⟩. ⟨hal-00521807⟩

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