E-commerce channel management on the manufacturers’ side: ongoing debates and future research pathways

Since the beginning of the 2000s, online commerce has been gradually taking over and shaping the global marketplace. This has led several scholars to study the phenomenon from different angles, from consumer habits to privacy risks to related technological innovations. However, only recently has a branch of literature addressing the online channel management phenomenon from the manufacturers’ perspective emerged. This rapidly expanding literature strand remains rather fragmented, raising the need for a systematic literature review to comprehensively structure and discuss it. This study, accordingly, proposes a systematic literature review on online channel management from the manufacturers’ perspective. Firstly, it provides relevant bibliometric insights into the ongoing research on the topic. Secondly, applying the bibliographic coupling methodology individuates 92 interconnected contributions published by 31 December 2021. Three different, albeit interconnected, thematic clusters are discovered and reviewed, revealing their focus on (a) strategic marketing issues around manufacturer vs retailer conflict, (b) pricing policies and trade-offs among price vs services, and (c) operational interactions and strategies between supply chain members. Finally, after a systematic literature review the authors develop thirteen original research propositions concerning new research pathways and theoretical advancements to be designed and implemented.