Correspondence: Michael J. Valos, Faculty of Business and Law Bowater School of Management & Marketing Deakin University, 221 Burwood Highway Burwood Vic. 3125 Australia. Tel: +61 3 924 46168; Fax: +61 3 925 17083; E-mail: michael.valos@deakin.edu.au

¹is a senior lecturer in Marketing at Deakin University, Melbourne. He has a PhD in strategy implementation. His research interests include CRM and the role of marketing research in strategic decision making.

²is Associate Lecturer in Marketing at Deakin University and PhD candidate in the Department of Marketing, Monash University, Melbourne, Australia. His thesis is on the relationships between store names and product brand names as brand signals.

Received 3 October 2006; Revised 3 October 2006.

Abstract

This paper proposes a number of channel performance measurement research propositions. The paper reviews the strategy implementation, strategic control, marketing metrics, marketing channels and performance measurement literature to develop a conceptual model and research propositions. Current channel performance measurement guidelines are too generic for marketing managers and too reliant on financial measures. The introduction of contextual variables such as strategy, culture and manager's personality may provide measures more useful for an individual company's context and requirements. The alignment of channel measures with business strategy should result in more effective and efficient use of channel resources.