The impact of electronic technology upon the marketing channel
Journal of the Academy of Marketing Science · 1985 · Volume 13 · Issue 3
Abstract
Teleshopping and other forms of electronic retailing promise to have tremendous impact upon the field of retailing. With respect to the impact of this emerging technology upon the channel structure it would seem that the channel members are “retreating” relative to the channel positions. That is, consumers have retreated to the retailer level where they have assumed many of the retailer functions; retailers have moved back to the wholesaler or supplier level; distributors have assumed some of the manufacturer initiative with respect to produc specification and design; and manufactures have retreated to the subcontractor or component supplier level.
Keywords
Electronic Technology, Wall Street Journal, Retail Store, Harvard Business Review, Channel Member
Enable JavaScript for citation tools and additional paper interactions.