In the existing literature, innovation in marketing channels has been treated in reference to specific areas of innovation or to single categories of subjects within channels. Fewer studies have been conducted with a perspective referring to the channel as a whole. Major contributions have focused on innovation in retailing as “product innovation” for distribution companies (Dupuis, 2000; Castaldo, 2001), or as innovation in the supply chain. In this case, primary attention has been placed on technological issues, particularly those relating to information and communication technologies (ICT), and the implications that these technologies may entail for marketing channels (Kim, Cavusgil, & Calantone, 2006; Hausman & Stockb, 2003).