Handbook of Research on Distribution Channels
Show Less

Handbook of Research on Distribution Channels

Edited by Charles A. Ingene, James R. Brown and Rajiv P. Dant

Distribution channels are the most complex element of the marketing mix to fully grasp and to profitably manage. In this Handbook the authors present cutting-edge research on channel management and design from analytical, conceptual, and empirical perspectives. The breadth of this Handbook makes it appropriate for use in a doctoral course on distribution channels, or as a knowledge-broadening resource for faculty and researchers who wish to understand types of channels research that are outside the scope of their own approach to distribution.
Buy Book in Print
Show Summary Details
You do not have access to this content

Chapter 16: A transaction cost approach to channel design with application to multichannels settings

George John, Madhu Viswanathan and Mrinal Ghosh


In this chapter, the authors unpack the use of multiple channels to market a given product or service from the manufacturer’s point of view. They briefly review transaction cost logic regarding safeguarding specific investments, promoting adaptation, and mitigating the under-supply of activities lacking good output measures as the drivers of governance forms in a channel. Then, they develop and extend this logic to incorporate three key forms of heterogeneity – namely, firm, outlet, and customer pathways as well as synergies between different governance forms.

You are not authenticated to view the full text of this chapter or article.

Elgaronline requires a subscription or purchase to access the full text of books or journals. Please login through your library system or with your personal username and password on the homepage.

Non-subscribers can freely search the site, view abstracts/ extracts and download selected front matter and introductory chapters for personal use.

Your library may not have purchased all subject areas. If you are authenticated and think you should have access to this title, please contact your librarian.

Further information

or login to access all content.