Handbook of Research on Distribution Channels
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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.
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Chapter 19: Design and management of multi-channel distribution in B2B environments

Alberto Sa Vinhas and Jean Johnson

Abstract

Multi-channel systems are becoming the norm in many industries. In this chapter, the authors build on the growing research on this topic to discuss the advantages, challenges, antecedents, governance, and performance implications of such systems. They identify a set of conceptual and empirical issues faced by researchers studying this phenomenon and offer specific recommendations on possible steps to address such challenges. In particular, they elaborate on the need to be specific about the particular multi-channel context being used and align the unit of analysis with the specific theoretical focus. Finally, the authors reflect on potential research opportunities.

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