Alberto Sa VinhasSharmila ChatterjeeShantanu DuttaAdam Fein • Joseph LajosScott NeslinLisa ScheerWilliam RossQiong Wang

The marketing literature has made significant progress toward a better understanding of how firms can effectively design and manage their channels of distribution. However, the complexity of today's channel systems raises additional issues that remain unaddressed. The purpose of this article is to suggest promising research directions in this domain. We suggest several possible avenues to relate multiple channel design and management to channel-system, channel-relationship, and customer-level outcomes. In particular, we see a great opportunity to integrate

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