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 15: Performance impact of distribution expansion: a review and research agenda

Jonathan D. Hibbard, Manish Kacker and Farhad Sadeh

Abstract

The emergence of new technologies, shifting consumer needs, and growth in competition have made the expansion of distribution a business imperative for many firms. In this chapter, the authors review the empirical marketing literature on the performance consequences of distribution expansion and offer an agenda for future research. In doing so, they consider two dimensions of distribution expansion – increases in the intensity of distribution in extant channels and the addition of a new distribution channel. Further, they organize their review of the literature around three approaches towards measuring organizational performance – factual measures of operational performance, perceptual measures of performance, and factual, forward-looking measures of firm value. They note some common patterns as well as variations in the distribution expansion-firm performance relationship, across the dimensions of distribution expansion and types of performance measures. These insights form the basis for the author’s agenda for future research on this increasingly important substantive topic.

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