Dealer Performance to Evolve a Strategy for Increasing Market Share

 Dealer Performance to Evolve a Strategy for Increasing Market Share


Abstract  

Few contemporary analyses review or synthesize the marketing channels domain, despite the vast increase in marketing channels research published over the past decade. From 1980 to 2014, marketing channels research was reviewed in depth. Using four perspectives, the authors present a multidimensional view of marketing channels. Each perspective has a set of relevant topics within it that have had the greatest impact on channel research. In light of the most significant trends, this multidimensional analysis provides a comprehensive guide to the existing literature, as well as a list of promising research directions.

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Introduction

Globally, sales through marketing channels (e.g. wholesalers, retailers, and franchisors) account for approximately one-third of the world's GDP (World Bank 2012). These changes in the business environment, including the shift from manufacturing-based economies to service economies, the consolidation of channel intermediaries and new formats for selling products through channels as well as an increase in online shopping and the globalization of business, forced channel systems to adapt (Palmatier al. 2014). To describe and explain channel evolution, channel researchers have developed a variety of theories (Hoppner and Griffith 2011; Palmatier et al. 2013; Wang, Gu, and Dong 2013; Kim et al. 2011; Guo and Iyer 2013; Nijs, Misra, and Hansen 2013). 

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Conclusion

This article reviews and synthesizes the past 30 years of channel literature to understand the evolution of the research field, identify its underlying drivers, and outline research directions in order to assist academics and managers in sorting through the growing and fragmented literature. Accordingly, we analyze existing marketing channel literature from four key perspectives: theories and constructs, strategies, analytical units, and substantive areas. Research on conflict and power dependence—once among the most studied theories—has declined by more than 50 percent, according to Perspective 1 In the future, research could focus on integrating the various theoretical approaches

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