Channel Design, Coordination and Performance: Future Research Directions

16 Pages Posted: 14 May 2010 Last revised: 18 Jun 2013

See all articles by Alberto Sa Vinhas

Alberto Sa Vinhas

affiliation not provided to SSRN

Sharmila Chatterjee

affiliation not provided to SSRN

Shantanu Dutta

University of Southern California - Marshall School of Business

Adam J. Fein

Pembroke Consulting

Joseph Lajos

University of Lausanne - School of Economics and Business Administration (HEC-Lausanne)

Scott Neslin

Dartmouth College - Tuck School of Business

William T. Ross

Pennsylvania State University - Department of Marketing

Lisa K. Scheer

University of Missouri at Columbia - Department of Marketing

Qiong Wang

University of Oklahoma - Division of Marketing

Date Written: April 14, 2009

Abstract

The marketing literature has made significant progress towards 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. Further, we need to improve our understanding of how channel systems evolve over time and why firms deviate from “optimal” channel structures. Finally, we argue that future relationship 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 and multi-level effects

JEL Classification: M00, M32

Suggested Citation

Vinhas, Alberto Sa and Chatterjee, Sharmila and Dutta, Shantanu and Fein, Adam J. and Lajos, Joseph and Neslin, Scott and Ross, William T. and Scheer, Lisa K. and Wang, Qiong, Channel Design, Coordination and Performance: Future Research Directions (April 14, 2009). Marketing Letter, Forthcoming, Tuck School of Business Working Paper No. 2010-80, Available at SSRN: https://ssrn.com/abstract=1604012

Alberto Sa Vinhas

affiliation not provided to SSRN ( email )

Sharmila Chatterjee

affiliation not provided to SSRN ( email )

Shantanu Dutta

University of Southern California - Marshall School of Business ( email )

Hoffman Hall 701
Los Angeles, CA 90089-1427
United States
213-740-5038 (Phone)
213-740-7828 (Fax)

Adam J. Fein

Pembroke Consulting ( email )

437 Chestnut Street, Suite 1011
Philadelphia, PA 19106
United States
215-238-1505 (Phone)
215-238-1507 (Fax)

Joseph Lajos

University of Lausanne - School of Economics and Business Administration (HEC-Lausanne) ( email )

Unil Dorigny, Batiment Internef
Lausanne, 1015
Switzerland

Scott Neslin

Dartmouth College - Tuck School of Business ( email )

Hanover, NH 03755
United States

William T. Ross

Pennsylvania State University - Department of Marketing ( email )

University Park, PA 16802-3306
United States

Lisa K. Scheer

University of Missouri at Columbia - Department of Marketing ( email )

College of Business
Columbia, MO 65211
United States
573-882-3282 (Phone)
573-884-0368 (Fax)

Qiong Wang (Contact Author)

University of Oklahoma - Division of Marketing ( email )

307 West Brooks
Price College of Business
Norman, OK OK 73019
United States
405-325-2668 (Phone)

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