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This study is a meta-analysis of how pull marketing actions influence the effectiveness of marketing actions employed by multichannel firms. Pull marketing actions are highly adaptable marketing actions designed to make multichannel distribution channel portfolios attractive. Integrating prior multichannel distribution literature, the authors investigate whether marketing actions’ effectiveness depends on pull marketing actions and their configuration with the distribution channel structure and attributes of customer, competition, and product category. The analysis that considers firm, data, and model attributes of the sampled studies reveals that marketing actions’ effectiveness is higher when multichannel firms use digital advertising and price promotions in all distribution channels. Price discrimination across channels does not improve marketing actions’ effectiveness. Furthermore, marketing actions’ effectiveness depends on how digital advertising and price promotions are aligned with channel variety, channel richness, customer experience, market competitiveness, and product purchase infrequency.

HKU scholars collaborate the private sector frequently. Not only for doing research, they also make use of their academic intellect to design marketing mechanisms for experimentations. I really look forward to work with them.

Disembarking at HKU Business School after his decade long odyssey in the private sector, Dr. Zhang seeks to explore the unattended questions ignored by marketers. At July 2021, Dr. Zhang has officially joined us as an Assistant Professor in Marketing.