Underutilized Approaches to Conduct Channel Research. Jan Heide encouraged conducting more qualitative research in channel management, for example to learn more about substantive and current challenges or phenomena in channel management. Heide also suggested that conducting experiments is a very promising avenue for future research. We completely agree and in particular we see a need for more experimental work to investigate negotiation strategies and behavior with regard to the effects on relational outcomes. However, a major challenge to conduct such experiments is to get actual decision makers of manufacturers and retailers involved in such studies. Jan Heide mentioned trade shows as an option to recruit participants for such negotiation experiments.