The authors thank the editors and reviewers for their helpful comments on earlier versions of the paper.
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)
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)