However, the dearth of conceptual articles that make “relating” (which includes truly integrative reviews, as opposed to summarizations of past research), for example, Hunt (1995), and “debating”, for example, Nevin (1995), contributions is clearly a shortcoming in extant channels research as it is in general marketing research. This is because without review and debate of received theories it is less likely that more envisioning research will be undertaken, and without envisioning research, a field of research soon becomes stagnant. Therefore, the tapering off of conceptual channels research in recent years – especially of the relating, debating, and envisioning kind – even as the channels landscape becomes more complex and rich because of new technologies and so forth, does not augur well for the field. However, making up these shortfalls in conceptual research methodology-based research will not happen easily or speedily. MacInnis (2011) suggests that researchers have to develop special skills to make the needed contributions – such as developing divergent thinking skills and a “beginner’s mind” for envisioning, comparative reasoning skills for relating, and syllogistic reasoning skills for debating. In addition, innovative conceptual research in channels calls for steps such as taking time off to learn how related disciplines are looking at channels and/or immersing oneself incurrent distributive practices. Last but not least, Yadav (2010) advocates more purely conceptual article-friendly review processes at major journals as well as appreciation of the value of strong conceptual articles in universities’ promotion and tenure processes.