Gray market activity has become increasingly prevalent. The prevailing wisdom in marketing is to use more severe enforcement to deter gray marketing. However, the certainty and speed of enforcement may also have a bearing on the incidence of violations. This article examines whether and how enforcement deters gray marketing. The results from a field survey… (More)
His research focuses on three broad areas: (1) understanding and managing the relationship between marketing resources and firm performance, (2) improving the effectiveness of marketing and sales group interactions within firms, and (3) applying causal modeling techniques in strategic contexts. Dr. Hulland's research has been published in a wide range of… (More)
The authors thank the editors and reviewers for their helpful comments on earlier versions of the paper.
Advances in information technology and changing customer needs for channel service outputs have dramatically affected the routes to markets in many industries. The authors propose that these changes have led to significant alterations in how customers interact with firms and consequently to a phenomenon that we dub ''channel multiplicity.'' Channel… (More)
and Cardiff for many useful ways to improve the paper. The authors gratefully acknowledge the assistance of Vimal Kumar Pathak and Siddharth Mantripragada with data collection.