Innovation in Marketing Channels

Authors

  • Fabio Musso

DOI:

https://doi.org/10.4468/2010.1.04musso

Keywords:

Retail, Retail Channel Structure, Global Markets, Marketing Channel

Abstract

In more recent years, the context of globalization in which market channel structures and strategies are developing is bringing to a more complex concept of marketing channels, with disintermediation or reintermediation, multichanneling and new roles/specializations that are emerging as new issues. In this context, innovation in marketing channels becomes a complex, multiorganizational, multidisciplinary activity that requires collaboration and interactions across various entities within the supply chain network. In recent years, the innovation processes in marketing channels have occurred with high intensity and speed, especially following the changes spurred by technology that allowed the adoption of more efficient organizational solutions.

Author Biography

Fabio Musso

Associate Professor of Management, University of Urbino-Carlo Bo

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Published

01-01-2010

How to Cite

Musso, F. (2010). Innovation in Marketing Channels. Symphonya. Emerging Issues in Management, (1), 23–42. https://doi.org/10.4468/2010.1.04musso