Determinants of the Variety of Routes to Market

Jindal, R. P.; Reinartz, W.; Krafft, M.; Hoyer, W. D.


Abstract
Increasingly, firms use more and different routes to market. This study investigates whether such heterogeneity in the variety of routes to market can be explained systematically. More specifically, the authors examine how (1) the type and level of a firm's customer orientation and (2) the type and degree of customer search behavior influences the firm's adoption of a variety of routes. They collect primary data on 210 firms in four consumer industries across three countries to test the hypotheses. The authors find strong evidence for a link between a firm's customer orientation and the breadth of its variety of routes but only partial evidence for a link between customer search behavior and the breadth of the variety of routes. (c) 2007 Elsevier B.V. All tights reserved.

Keywords
channels of distribution routes to market multiple channels customer orientation customer search behavior consumer knowledge search behavior orientation customer channels antecedents consequences performance information variables



Publication type
Article in Journal

Publication status
Published

Year
2007

Journal
International Journal of Research in Marketing

Volume
24

Issue
1

Start page
17

End page
29

Pages range
17-29

Language
English

ISSN
0167-8116

DOI

Affiliation
Univ Munster, INSEAD, Univ Houston, Univ Texas