Publication

Design and Governance of Multichannel Sales Systems: Financial Performance Consequences in Business-to-Business Markets

Homburg, C., Vomberg, A. & Muehlhaeuser, S., 15-Jul-2020, In : Journal of Marketing Research.

Research output: Contribution to journalArticleAcademicpeer-review

APA

Homburg, C., Vomberg, A., & Muehlhaeuser, S. (2020). Design and Governance of Multichannel Sales Systems: Financial Performance Consequences in Business-to-Business Markets. Journal of Marketing Research. https://doi.org/10.1177/0022243720929676

Author

Homburg, Christian ; Vomberg, Arnd ; Muehlhaeuser, Stephan. / Design and Governance of Multichannel Sales Systems : Financial Performance Consequences in Business-to-Business Markets. In: Journal of Marketing Research. 2020.

Harvard

Homburg, C, Vomberg, A & Muehlhaeuser, S 2020, 'Design and Governance of Multichannel Sales Systems: Financial Performance Consequences in Business-to-Business Markets', Journal of Marketing Research. https://doi.org/10.1177/0022243720929676

Standard

Design and Governance of Multichannel Sales Systems : Financial Performance Consequences in Business-to-Business Markets. / Homburg, Christian; Vomberg, Arnd; Muehlhaeuser, Stephan.

In: Journal of Marketing Research, 15.07.2020.

Research output: Contribution to journalArticleAcademicpeer-review

Vancouver

Homburg C, Vomberg A, Muehlhaeuser S. Design and Governance of Multichannel Sales Systems: Financial Performance Consequences in Business-to-Business Markets. Journal of Marketing Research. 2020 Jul 15. https://doi.org/10.1177/0022243720929676


BibTeX

@article{8afc03e7347e448789e53d136197516f,
title = "Design and Governance of Multichannel Sales Systems: Financial Performance Consequences in Business-to-Business Markets",
abstract = "Multichannel sales systems in business-to-business markets vary substantially in their designs and thereby either attenuate or aggravate agency conflicts between manufacturers and sales partners. Drawing on multiple agency theory, the authors introduce direct and indirect channel usage as focal design dimensions of multichannel sales systems and investigate each channel’s performance effects using a matched manufacturer–sales partner data set. Whereas direct channel usage predominantly lowers agency conflicts in terms of information asymmetry and sales partner moral hazard, indirect channel usage amplifies moral hazard concerns. How those sales partner effects translate into manufacturer performance outcomes critically depends on governance mechanisms, confirming predictions from governance value analysis: formalization enhances performance outcomes for manufacturers in the case of indirect channel usage but diminishes performance in the case of direct channel usage. The authors observe converse effects for centralization and information exchange: centralization and information exchange enhance outcomes of direct channel usage but diminish outcomes of indirect channel usage. The focal managerial implication is that managers must align the design of their multichannel sales systems with effective governance mechanisms.",
keywords = "Business-to-business marketing, Dual distribution, Governance value analysis, Marketing organization, Multichannel sales systems, Multiple agency theory",
author = "Christian Homburg and Arnd Vomberg and Stephan Muehlhaeuser",
year = "2020",
month = "7",
day = "15",
doi = "10.1177/0022243720929676",
language = "English",
journal = "Journal of Marketing Research",
issn = "0022-2437",
publisher = "AMER MARKETING ASSOC",

}

RIS

TY - JOUR

T1 - Design and Governance of Multichannel Sales Systems

T2 - Financial Performance Consequences in Business-to-Business Markets

AU - Homburg, Christian

AU - Vomberg, Arnd

AU - Muehlhaeuser, Stephan

PY - 2020/7/15

Y1 - 2020/7/15

N2 - Multichannel sales systems in business-to-business markets vary substantially in their designs and thereby either attenuate or aggravate agency conflicts between manufacturers and sales partners. Drawing on multiple agency theory, the authors introduce direct and indirect channel usage as focal design dimensions of multichannel sales systems and investigate each channel’s performance effects using a matched manufacturer–sales partner data set. Whereas direct channel usage predominantly lowers agency conflicts in terms of information asymmetry and sales partner moral hazard, indirect channel usage amplifies moral hazard concerns. How those sales partner effects translate into manufacturer performance outcomes critically depends on governance mechanisms, confirming predictions from governance value analysis: formalization enhances performance outcomes for manufacturers in the case of indirect channel usage but diminishes performance in the case of direct channel usage. The authors observe converse effects for centralization and information exchange: centralization and information exchange enhance outcomes of direct channel usage but diminish outcomes of indirect channel usage. The focal managerial implication is that managers must align the design of their multichannel sales systems with effective governance mechanisms.

AB - Multichannel sales systems in business-to-business markets vary substantially in their designs and thereby either attenuate or aggravate agency conflicts between manufacturers and sales partners. Drawing on multiple agency theory, the authors introduce direct and indirect channel usage as focal design dimensions of multichannel sales systems and investigate each channel’s performance effects using a matched manufacturer–sales partner data set. Whereas direct channel usage predominantly lowers agency conflicts in terms of information asymmetry and sales partner moral hazard, indirect channel usage amplifies moral hazard concerns. How those sales partner effects translate into manufacturer performance outcomes critically depends on governance mechanisms, confirming predictions from governance value analysis: formalization enhances performance outcomes for manufacturers in the case of indirect channel usage but diminishes performance in the case of direct channel usage. The authors observe converse effects for centralization and information exchange: centralization and information exchange enhance outcomes of direct channel usage but diminish outcomes of indirect channel usage. The focal managerial implication is that managers must align the design of their multichannel sales systems with effective governance mechanisms.

KW - Business-to-business marketing

KW - Dual distribution

KW - Governance value analysis

KW - Marketing organization

KW - Multichannel sales systems

KW - Multiple agency theory

U2 - 10.1177/0022243720929676

DO - 10.1177/0022243720929676

M3 - Article

JO - Journal of Marketing Research

JF - Journal of Marketing Research

SN - 0022-2437

ER -

ID: 129352688