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Purpose This study aims to examine the role of channel strategies in value appropriation and their effects on firm value with the consideration of situational factors. Design/methodology/approach An empirical study with secondary data is conducted in the context of public franchised channels. The authors use Entrepreneur Franchise Top 500 (2012) as the sampling frame and merge the data from three sources to create the final data set. A set of models are built to test the hypotheses in a hierarchical manner. Findings Value appropriation provides a solid rationale to link marketing channel strategies to firm value. Channel integration is an effective strategy driving intangible firm value. The influence of channel compression on intangible firm value depends on its interaction with other marketing environmental variables. Research limitations/implications First, the sample size in this study is relatively small though these samples show high representativeness. Second, the empirical analysis in this study focuses on the franchised channels because of data availability. Practical implications Managers should consider the role of value appropriation when developing new channel strategies. A channel strategy deserves firm-level attention and resources because of its relevance to firm value. Managers should examine channel environment carefully and deploy internal resources to augment the potential of value appropriation strategies in channels. Originality/value This study is among the first to investigate the value relevance of marketing channel strategies from a value appropriation perspective. It identifies profit appropriation and resource appropriation as two mechanisms of value appropriation in marketing channels and uses these two processes to link channel integration and channel compression strategies with firm value.
Kang et al. (Wed,) studied this question.