Edited by Charles A. Ingene, James R. Brown and Rajiv P. Dant
Chapter 19: Design and management of multi-channel distribution in B2B environments
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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