Determinants of the Variety of Routes to Market

International Journal of Research in Marketing, 24 (1), 17-29, 2007

38 Pages Posted: 7 Oct 2014

See all articles by Rupinder Paul Jindal

Rupinder Paul Jindal

Milgard School of Business

Werner J. Reinartz

University of Cologne; University of Cologne

Manfred Krafft

University of Muenster

Wayne Hoyer

Independent

Date Written: October 1, 2006

Abstract

Increasingly, firms use more and different routes to market. This study investigates whether such heterogeneity in the variety of routes to market can be explained systematically. More specifically, the authors examine how (1) the type and level of a firm’s customer orientation and (2) the type and degree of customer search behavior influences the firm’s adoption of a variety of routes. They collect primary data on 210 firms in four consumer industries across three countries to test the hypotheses. The authors find strong evidence for a link between a firm’s customer orientation and the breadth of its variety of routes but only partial evidence for a link between customer search behavior and the breadth of the variety of routes.

Keywords: channels of distribution; routes to market; multiple channels; customer orientation; customer search behavior

JEL Classification: M31

Suggested Citation

Jindal, Rupinder Paul and Reinartz, Werner J. and Reinartz, Werner J. and Krafft, Manfred and Hoyer, Wayne, Determinants of the Variety of Routes to Market (October 1, 2006). International Journal of Research in Marketing, 24 (1), 17-29, 2007, Available at SSRN: https://ssrn.com/abstract=2506411

Rupinder Paul Jindal (Contact Author)

Milgard School of Business ( email )

Tacoma, WA 98402
United States

Werner J. Reinartz

University of Cologne ( email )

Albertus-Magnus-Platz
Cologne, 50923
Germany

University of Cologne ( email )

Albertus-Magnus-Platz
Cologne, 50923
Germany

Manfred Krafft

University of Muenster ( email )

Am Stadtgraben 13-15
Muenster, D-48143
Germany
+49 251 8325025 (Phone)
+49 251 8325025 (Fax)

HOME PAGE: http://www.marketingcenter.de/ifm

Wayne Hoyer

Independent ( email )

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