[go: up one dir, main page]
IDEAS home Printed from https://ideas.repec.org/a/eee/jouret/v91y2015i4p546-568.html
   My bibliography  Save this article

The Evolution of Marketing Channels: Trends and Research Directions

Author

Listed:
  • Watson, George F.
  • Worm, Stefan
  • Palmatier, Robert W.
  • Ganesan, Shankar
Abstract
Despite the vast increase in marketing channels research published in the past decade, few contemporary analyses review or synthesize the domain. This article provides a comprehensive review of marketing channels research from 1980 to 2014. To present a multidimensional view of marketing channels, the authors evaluate extant literature from four perspectives: (1) key theories and constructs, (2) marketing channel strategies, (3) units of analyses, and (4) substantive topics in channels research. A content analysis of the relevant topics within each perspective that have had the greatest impact on channel research provides insights into research trends. This multidimensional analysis offers an integrated guide to extant literature, as well as an outline of promising directions for research, in light of the most significant trends.

Suggested Citation

  • Watson, George F. & Worm, Stefan & Palmatier, Robert W. & Ganesan, Shankar, 2015. "The Evolution of Marketing Channels: Trends and Research Directions," Journal of Retailing, Elsevier, vol. 91(4), pages 546-568.
    • Handle: RePEc:eee:jouret:v:91:y:2015:i:4:p:546-568
    DOI: 10.1016/j.jretai.2015.04.002
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0022435915000275
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretai.2015.04.002?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Sherif Nasser & Danko Turcic & Chakravarthi Narasimhan, 2013. "National Brand's Response to Store Brands: Throw In the Towel or Fight Back?," Marketing Science, INFORMS, vol. 32(4), pages 591-608, July.
    2. Michaela Draganska & Daniel Klapper & Sofia B. Villas-Boas, 2010. "A Larger Slice or a Larger Pie? An Empirical Investigation of Bargaining Power in the Distribution Channel," Marketing Science, INFORMS, vol. 29(1), pages 57-74, 01-02.
    3. Liang Guo & Ganesh Iyer, 2010. "Information Acquisition and Sharing in a Vertical Relationship," Marketing Science, INFORMS, vol. 29(3), pages 483-506, 05-06.
    4. Jonathan Z. Zhang & Oded Netzer & Asim Ansari, 2014. "Dynamic Targeted Pricing in B2B Relationships," Marketing Science, INFORMS, vol. 33(3), pages 317-337, May.
    5. Spralls, Samuel A. & Hunt, Shelby D. & Wilcox, James B., 2011. "Extranet Use and Building Relationship Capital in Interfirm Distribution Networks: The Role of Extranet Capability," Journal of Retailing, Elsevier, vol. 87(1), pages 59-74.
    6. Abel P. Jeuland & Steven M. Shugan, 2008. "Commentary—Managing Channel Profits," Marketing Science, INFORMS, vol. 27(1), pages 49-51, 01-02.
    7. Carl F. Mela & Jason Roos & Yiting Deng, 2013. "Invited Paper --A Keyword History of Marketing Science," Marketing Science, INFORMS, vol. 32(1), pages 8-18, September.
    8. Rex Du & Eunkyu Lee & Richard Staelin, 2005. "Bridge, Focus, Attack, or Stimulate: Retail Category Management Strategies with a Store Brand," Quantitative Marketing and Economics (QME), Springer, vol. 3(4), pages 393-418, December.
    9. Claes Fornell & Birger Wernerfelt, 1988. "A Model for Customer Complaint Management," Marketing Science, INFORMS, vol. 7(3), pages 287-298.
    10. Brickley, James A. & Dark, Frederick H., 1987. "The choice of organizational form The case of franchising," Journal of Financial Economics, Elsevier, vol. 18(2), pages 401-420, June.
    11. Gary L. Lilien, 1979. "Exceptional Paper--ADVISOR 2: Modeling the Marketing Mix Decision for Industrial Products," Management Science, INFORMS, vol. 25(2), pages 191-204, February.
    12. Girju, Marina & Prasad, Ashutosh & Ratchford, Brian T., 2013. "Pure Components versus Pure Bundling in a Marketing Channel," Journal of Retailing, Elsevier, vol. 89(4), pages 423-437.
    13. Gilliland, David I. & Rudd, John M., 2013. "Control of electronic channel affiliates: An exploratory study and research propositions," Journal of Business Research, Elsevier, vol. 66(12), pages 2650-2656.
    14. Yunchuan Liu & Tony Haitao Cui, 2010. "The Length of Product Line in Distribution Channels," Marketing Science, INFORMS, vol. 29(3), pages 474-482, 05-06.
    15. Pentina, Iryna & Pelton, Lou E. & Hasty, Ronald W., 2009. "Performance Implications of Online Entry Timing by Store-Based Retailers: A Longitudinal Investigation," Journal of Retailing, Elsevier, vol. 85(2), pages 177-193.
    16. Baron, James N & Hannan, Michael T, 1994. "The Impact of Economics on Contemporary Sociology," Journal of Economic Literature, American Economic Association, vol. 32(3), pages 1111-1146, September.
    17. Zhuoxin Li & Stephen M. Gilbert & Guoming Lai, 2014. "Supplier Encroachment Under Asymmetric Information," Management Science, INFORMS, vol. 60(2), pages 449-462, February.
    18. Liang Guo & Ganesh Iyer, 2013. "Multilateral Bargaining and Downstream Competition," Marketing Science, INFORMS, vol. 32(3), pages 411-430, May.
    19. Jensen, Michael C. & Meckling, William H., 1976. "Theory of the firm: Managerial behavior, agency costs and ownership structure," Journal of Financial Economics, Elsevier, vol. 3(4), pages 305-360, October.
    20. Grace, Debra & Weaven, Scott & Frazer, Lorelle & Giddings, Jeff, 2013. "Examining the Role of Franchisee Normative Expectations in Relationship Evaluation," Journal of Retailing, Elsevier, vol. 89(2), pages 219-230.
    21. Pradeep K. Chintagunta & Junhong Chu & Javier Cebollada, 2012. "Quantifying Transaction Costs in Online/Off-line Grocery Channel Choice," Marketing Science, INFORMS, vol. 31(1), pages 96-114, January.
    22. Worm, Stefan & Srivastava, Rajendra K., 2014. "Impact of component supplier branding on profitability," International Journal of Research in Marketing, Elsevier, vol. 31(4), pages 409-424.
    23. Brown, James R. & Dant, Rajiv P., 2008. "Scientific method and retailing research: A retrospective," Journal of Retailing, Elsevier, vol. 84(1), pages 1-13.
    24. Kim, Keysuk & Frazier, Gary L., 1997. "Measurement of distributor commitment in industrial channels of distribution," Journal of Business Research, Elsevier, vol. 40(2), pages 139-154, October.
    25. Zach Zhizhong Zhou & Kevin Xiaoguo Zhu, 2010. "The Effects of Information Transparency on Suppliers, Manufacturers, and Consumers in Online Markets," Marketing Science, INFORMS, vol. 29(6), pages 1125-1137, 11-12.
    26. Abel P. Jeuland & Steven M. Shugan, 1988. "Note—Channel of Distribution Profits When Channel Members Form Conjectures," Marketing Science, INFORMS, vol. 7(2), pages 202-210.
    27. Abhishek Borah & Gerard J. Tellis, 2014. "Make, Buy, or Ally? Choice of and Payoff from Announcements of Alternate Strategies for Innovations," Marketing Science, INFORMS, vol. 33(1), pages 114-133, January.
    28. Chiou, Jyh-Shen & Wu, Lei-Yu & Chuang, Min-Chieh, 2010. "Antecedents of retailer loyalty: Simultaneously investigating channel push and consumer pull effects," Journal of Business Research, Elsevier, vol. 63(4), pages 431-438, April.
    29. Mehmet Gümüş & Saibal Ray & Shuya Yin, 2013. "Returns Policies Between Channel Partners for Durable Products," Marketing Science, INFORMS, vol. 32(4), pages 622-643, July.
    30. Sunil Gupta & Valarie Zeithaml, 2006. "Customer Metrics and Their Impact on Financial Performance," Marketing Science, INFORMS, vol. 25(6), pages 718-739, 11-12.
    31. Hakansson, Hakan & Ford, David, 2002. "How should companies interact in business networks?," Journal of Business Research, Elsevier, vol. 55(2), pages 133-139, February.
    32. Ju-Yeon Lee & Shrihari Sridhar & Conor M. Henderson & Robert W. Palmatier, 2015. "Effect of Customer-Centric Structure on Long-Term Financial Performance," Marketing Science, INFORMS, vol. 34(2), pages 250-268, March.
    33. Baohong Sun, 2006. "—Technology Innovation and Implications for Customer Relationship Management," Marketing Science, INFORMS, vol. 25(6), pages 594-597, 11-12.
    34. Grace, Debra & Weaven, Scott, 2011. "An Empirical Analysis of Franchisee Value-in-Use, Investment Risk and Relational Satisfaction," Journal of Retailing, Elsevier, vol. 87(3), pages 366-380.
    35. Wang, Kung-Jeng & Lestari, Yuliani Dwi, 2013. "Firm competencies on market entry success: Evidence from a high-tech industry in an emerging market," Journal of Business Research, Elsevier, vol. 66(12), pages 2444-2450.
    36. Wujin Chu, 1992. "Demand Signalling and Screening in Channels of Distribution," Marketing Science, INFORMS, vol. 11(4), pages 327-347.
    37. Dmitri Kuksov & Ying Xie, 2010. "Pricing, Frills, and Customer Ratings," Marketing Science, INFORMS, vol. 29(5), pages 925-943, 09-10.
    38. Hemant K. Bhargava, 2012. "Retailer-Driven Product Bundling in a Distribution Channel," Marketing Science, INFORMS, vol. 31(6), pages 1014-1021, November.
    39. Anne T. Coughlan, 1985. "Competition and Cooperation in Marketing Channel Choice: Theory and Application," Marketing Science, INFORMS, vol. 4(2), pages 110-129.
    40. Kristine de Valck & Roberts V. Kozinets & Andrea C. Wojnicki & Sarah J.S. Wilner, 2010. "Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities," Post-Print hal-00458424, HAL.
    41. Abel P. Jeuland & Steven M. Shugan, 2008. "Managing Channel Profits," Marketing Science, INFORMS, vol. 27(1), pages 52-69, 01-02.
    42. Stefan Worm & Rajendra K. Srivastava, 2014. "Impact of component supplier branding on profitability," Post-Print hal-01097597, HAL.
    43. Baojun Jiang & Kinshuk Jerath & Kannan Srinivasan, 2011. "Firm Strategies in the "Mid Tail" of Platform-Based Retailing," Marketing Science, INFORMS, vol. 30(5), pages 757-775, September.
    44. Ingene, Charles A. & Taboubi, Sihem & Zaccour, Georges, 2012. "Game-Theoretic Coordination Mechanisms in Distribution Channels: Integration and Extensions for Models Without Competition," Journal of Retailing, Elsevier, vol. 88(4), pages 476-496.
    45. Wolfgang Ulaga & Andreas Eggert, 2006. "Value-Based Differentiation in Business Relationships: Gaining and Sustaining Key Supplier Status," Post-Print hal-00482456, HAL.
    46. Kashyap, Vishal & Sivadas, Eugene, 2012. "An exploratory examination of shared values in channel relationships," Journal of Business Research, Elsevier, vol. 65(5), pages 586-593.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Stefan Worm & Sundar G. Bharadwaj & Wolfgang Ulaga & Werner J. Reinartz, 2017. "When and why do customer solutions pay off in business markets?," Journal of the Academy of Marketing Science, Springer, vol. 45(4), pages 490-512, July.
    2. Christian Homburg & Moritz Tischer, 2023. "Customer journey management capability in business-to-business markets: Its bright and dark sides and overall impact on firm performance," Journal of the Academy of Marketing Science, Springer, vol. 51(5), pages 1046-1074, September.
    3. Cao, Qingning & Geng, Xianjun & Zhang, Jun, 2015. "Strategic Role of Retailer Bundling in a Distribution Channel," Journal of Retailing, Elsevier, vol. 91(1), pages 50-67.
    4. Jin, Yannan & Wu, Xiaole & Hu, Qiying, 2017. "Interaction between channel strategy and store brand decisions," European Journal of Operational Research, Elsevier, vol. 256(3), pages 911-923.
    5. Lu Hsiao & Ying‐Ju Chen & Hui Xiong, 2019. "Supply chain coordination with product line design and a revenue sharing scheme," Naval Research Logistics (NRL), John Wiley & Sons, vol. 66(3), pages 213-229, April.
    6. Ingene, Charles A. & Taboubi, Sihem & Zaccour, Georges, 2012. "Game-Theoretic Coordination Mechanisms in Distribution Channels: Integration and Extensions for Models Without Competition," Journal of Retailing, Elsevier, vol. 88(4), pages 476-496.
    7. Ahmed Timoumi & Narendra Singh & Subodha Kumar, 2021. "Is Your Retailer a Friend or Foe: When Should the Manufacturer Allow Its Retailer to Refurbish?," Production and Operations Management, Production and Operations Management Society, vol. 30(9), pages 2814-2839, September.
    8. Krafft, Manfred & Goetz, Oliver & Mantrala, Murali & Sotgiu, Francesca & Tillmanns, Sebastian, 2015. "The Evolution of Marketing Channel Research Domains and Methodologies: An Integrative Review and Future Directions," Journal of Retailing, Elsevier, vol. 91(4), pages 569-585.
    9. Elisabeth Albertini & Fabienne Berger-Remy, 2019. "Intellectual Capital and Financial Performance: A Meta-Analysis and Research Agenda," Post-Print hal-02139763, HAL.
    10. Zhong, Feimin & Zhou, Zhongbao & Leng, Mingming, 2021. "Negotiation-sequence, pricing, and ordering decisions in a three-echelon supply chain: A coopetitive-game analysis," European Journal of Operational Research, Elsevier, vol. 294(3), pages 1096-1107.
    11. de Matta, Renato & Lowe, Timothy J. & Zhang, Dengfeng, 2017. "Competition in the multi-sided platform market channel," International Journal of Production Economics, Elsevier, vol. 189(C), pages 40-51.
    12. Matsui, Kenji, 2022. "Should a retailer bargain over a wholesale price with a manufacturer using a dual-channel supply chain?," European Journal of Operational Research, Elsevier, vol. 300(3), pages 1050-1066.
    13. Yenipazarli, Arda, 2017. "To collaborate or not to collaborate: Prompting upstream eco-efficient innovation in a supply chain," European Journal of Operational Research, Elsevier, vol. 260(2), pages 571-587.
    14. Erin Anderson, 2008. "The Salesperson as Outside Agent or Employee: A Transaction Cost Analysis," Marketing Science, INFORMS, vol. 27(1), pages 70-84, 01-02.
    15. Qianbo Yin & Kwei‐Long Huang & Chia‐Wei Kuo & Sean X. Zhou, 2021. "Add‐On Pricing in a Distribution Channel," Production and Operations Management, Production and Operations Management Society, vol. 30(11), pages 4069-4088, November.
    16. Yang, Huixiao & Luo, Jianwen & Zhang, Qinhong, 2018. "Supplier encroachment under nonlinear pricing with imperfect substitutes: Bargaining power versus revenue-sharing," European Journal of Operational Research, Elsevier, vol. 267(3), pages 1089-1101.
    17. Matsui, Kenji, 2020. "Optimal bargaining timing of a wholesale price for a manufacturer with a retailer in a dual-channel supply chain," European Journal of Operational Research, Elsevier, vol. 287(1), pages 225-236.
    18. Barrie R. Nault & Rajeev K. Tyagi, 2001. "Implementable Mechanisms to Coordinate Horizontal Alliances," Management Science, INFORMS, vol. 47(6), pages 787-799, June.
    19. Manolis, Chris & Nygaard, Arne & Stillerud, Bård, 1997. "Uncertainty and vertical control: An international investigation," International Business Review, Elsevier, vol. 6(5), pages 501-518, October.
    20. Michael Carney, 2005. "Corporate Governance and Competitive Advantage in Family–Controlled Firms," Entrepreneurship Theory and Practice, , vol. 29(3), pages 249-265, May.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jouret:v:91:y:2015:i:4:p:546-568. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.