Strategic Distribution Channel Management: Integration, Safeguarding, Governance, and Institutional Influence
(A2025-125461)

AUTHORS

Amirhossein Sabooni Asrehazer, Ivey Business School; Bharat Vaishnav, Cape Breton University; Ali Shamsollahi, ESSEC Business School; Stefan Hurtak, Leeds University Business School; Kersi Antia, Ivey Business School at Western University

ABSTRACT

This session brings together 12 marketing scholars from business schools in Austria, Australia, Canada, France, Norway, the U.K., and the U.S.A. to foster a thoughtful discussion exploring four distinct contexts: (i) the effects of omnichannel integration on consumer expectations and coordination costs, (ii) brand portfolio refreshment and safeguarding in franchising systems, (iii) the role of relational norms and institutional pressures in channel governance, and (iv) antecedents and outcomes of plural governance in MNC marketing channels. Comprising an eclectic mix of archival data analysis, conceptual development, and repeated games, these studies offer novel insights and practical managerial implications of interest to EMAC 2025 attendees. The first presentation by Vaishnav and Ray examines the impact of omnichannel integration on consumer expectations and coordination costs. Using data from 81 publicly traded U.S. chain retailers over more than a decade, they reveal the financial and operational trade-offs of achieving effective omnichannel strategies, and the boundary conditions where coordination costs outweigh the benefits. The second presentation by Shamsollahi, Haruvy, and de Bruyn explores the role of relational norms and institutional pressures in governing channel relationships. Through experimental studies, they demonstrate how mimetic institutional pressures and relational norms such as solidarity, mutuality, and competition impact channel coordination and efficiency. Their work bridges behavioral and analytical research, providing new insights into how industry norms influence interorganizational governance. The third presentation by Hurtak, Kashyap, and Kumar introduces a conceptual framework on plural governance structures in MNC marketing channels. They propose that global strategic orientation, HQ control mechanisms, and institutional distance influence MNC subsidiaries’ adoption of plural structures, and highlight the potential performance implications of aligning channel governance with intrafirm and institutional factors. In the final presentation, Sabooni Asrehazer, Mani, Wathne, and Antia investigate brand portfolio refreshment and safeguarding in franchising systems. Analyzing trademark applications and legal actions across 275 brands and 150 franchise systems over two decades, they explore how brand safeguarding efforts, brand portfolio management strategies, and dual distribution channels influence financial, relational, and reputational outcomes for franchisors. We plan to have each research team present their work for 20 minutes (including questions), followed by audience Q&A and a general discussion. Given the diversity of topics covered, this session is expected to appeal to academics interested in strategic channel management for firm performance. Detailed information regarding each presentation follows.