Channel Design, Coordination and Performance: Future Research Directions
Marketing Letter, Forthcoming
16 Pages Posted: 14 May 2010 Last revised: 18 Jun 2013
Date Written: April 14, 2009
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: Suggested Citation