Final published version
Research output: Contribution to Journal/Magazine › Journal article › peer-review
A non-linear causal network of marketing channel system structure. / Dost, Florian.
In: Journal of Retailing and Consumer Services, Vol. 23, 03.2015, p. 49-57.Research output: Contribution to Journal/Magazine › Journal article › peer-review
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TY - JOUR
T1 - A non-linear causal network of marketing channel system structure
AU - Dost, Florian
PY - 2015/3
Y1 - 2015/3
N2 - This article takes a systems perspective to study marketing channel system structure dynamics and their interactions with economic system dynamics. A novel, non-linear method from ecology is used to establish a causal network of mostly bi-directional causal forcing between economic variables and marketing channel system structure. This resulting causal network facilitates a comprehensive understanding of a marketing channel system. The study finds a highly endogenous and non-linearly interrelated subsystem encompassing online/offline retail channel structure, retail/wholesale channel structure, the ratio of import to consumption and the competitive dynamics of the economic system. Surprisingly, marketing channel system structure is rather resilient to changes in economic growth. In contrast, changes in retail/wholesale channel structure affect economic growth. The results may help to caution marketing managers changing their marketing channel structures too routinely. Moreover, the identified causal network presents a starting point for further empirical marketing channel system analyses. Implications particularly affect future empirical marketing channel system studies based on linear structural models.
AB - This article takes a systems perspective to study marketing channel system structure dynamics and their interactions with economic system dynamics. A novel, non-linear method from ecology is used to establish a causal network of mostly bi-directional causal forcing between economic variables and marketing channel system structure. This resulting causal network facilitates a comprehensive understanding of a marketing channel system. The study finds a highly endogenous and non-linearly interrelated subsystem encompassing online/offline retail channel structure, retail/wholesale channel structure, the ratio of import to consumption and the competitive dynamics of the economic system. Surprisingly, marketing channel system structure is rather resilient to changes in economic growth. In contrast, changes in retail/wholesale channel structure affect economic growth. The results may help to caution marketing managers changing their marketing channel structures too routinely. Moreover, the identified causal network presents a starting point for further empirical marketing channel system analyses. Implications particularly affect future empirical marketing channel system studies based on linear structural models.
U2 - 10.1016/j.jretconser.2014.11.005
DO - 10.1016/j.jretconser.2014.11.005
M3 - Journal article
VL - 23
SP - 49
EP - 57
JO - Journal of Retailing and Consumer Services
JF - Journal of Retailing and Consumer Services
SN - 0969-6989
ER -