these conclusions are not free from caveats. For example, whereas longitudinal data might help to overcome some methodological issues (e.g., common method variance), other issues (e.g., confounding events) might emerge (Samaha,Palmatier, and Dant, 2011). Also, while we need more qualitative work to discover new problems, and open the door to new marketing channels theory, we are also aware that this type of work may be difficult to publish. We advocate editors and reviewers to be even more open toward conceptual papers or “propositional idea papers”, and editors should con-sider special issues or issue sections for conceptual papers in their journals. Finally, we hope that this article will stimulate more interest in channels research. Based on our review, we see a lot of opportunities to conduct influential research in channel management.