This theme addresses strategic issues in marketing channels and services. Projects include:
Channel distribution management
(Contact Dr David Gilliland)
A pioneering integration of product development and distribution channels, the study investigates the determinants of inter-organizational structures, based on characteristics of new product introduction. Findings support managerial decision-making regarding optimal channel design under various conditions. Generally, as organizational and environmental conditions change, reseller governance changes. A second study dealing with channel incentives addresses why independent resellers allocate effort and commitment according to how they evaluate suppliers’ incentive-based channel trade programs. The study is jointly supported by the Marketing Science Institute and industry trade organizations.
Research collaborators: Steven Kim (Oregon).
Channel incentives
(Contact Dr David Gilliland)
The core concept of marketing is based on exchange between two or more partners. Exchange can be facilitated if one partner provides incentives for the other partner(s) to cooperate. In practice many organizations provide incentives such as bonuses, training etc. Yet surprisingly little is known about how incentives motivate parties and how they help achieve desired outcomes. In this study we aim to find research directions and advance our understanding of incentives.
Services marketing
(Contact Dr Neeru Malhotra)
This project investigates the significance of internal marketing in influencing frontline employees' job-related attitudes and service quality. Since rewards are considered to be an important component of internal marketing, this research investigates relationships among frontline employee perceptions of rewards, attitudes, and service quality, in banking call centres. The results highlight the importance of rewards, as part of internal marketing, in maintaining employee attitudes, and improving service quality. The research provides directions for applying internal marketing for improving service quality of frontline employees in call centres.
Research collaborators: A. Mukherjee (Montclair USA).
