Analysis perspectives for innovation in marketing channels

Author/s Fabio Musso
Publishing Year 2012 Issue 2012/3
Language Italian Pages 22 P. 85-106 File size 801 KB
DOI 10.3280/MC2012-003005
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This work aims at contributing to a vision of innovation which is not limited to specific aspects or to the single stage of the channel, and which considers the channel as a whole. The analysis has been be carried out through a systematic literature review following three perspectives: A technological one, focusing on the influence of technology on the interactions among channels members and with the final demand, a structural perspective, referring to what new channel configurations may occur, and a relational perspective, focusing on the changes in vertical relationships between firms.

Keywords: Canali di marketing, innovazione, relazioni di canale, e-commerce, multicanalità, supply chain.

Fabio Musso, Prospettive di analisi per l’innovazione nei canali di marketing in "MERCATI E COMPETITIVITÀ" 3/2012, pp 85-106, DOI: 10.3280/MC2012-003005