The interest of practitioners and academics in channel relationship management has shifted from corporate channel structures and relationships in conventional channels governed by use of power to relationships between independent firms involving contractual and normative control mechanisms. In this article, we identify several factors leading to this change of interest, propose a scheme for classifying channel relationship research based on control mechanisms, and suggest areas for future research involving the use of contractual and normative control mechanisms in conventional channel relationships.Channel management research and practice has long recognized the importance of managing relationships between the people and firms performing distribution functions-functions that create value by making products and services available to customers in an appropriate form at the right place and time. However, the growing interest in relationship marketing suggests a shift in the nature of general marketplace transactions from discrete to relational exchanges----~om exchanges between parties with no past history and no future to exchanges between parties who have an exchange history and plans for future interactions.As Macneil (1980, p. 60) indicates, pure discrete transactions are rare in business exchanges. Almost all channel transactions have some relational elements that can be used to coordinate channel activities and manage relationships between channel members (see Reve and Stern 1979; Hunt, Ray, and Wood 1985 for reviews). 1 Thus relationship marketing is not a new concept in the practice and study of channel management. However, the interests of both practitioners and academics have shifted from approaches used by one firm, typically the manufacturer, to coordinate channel activities to approaches for stimulating cooperative efforts between independent channel members.The objective of this article is to outline the nature of the shift in channel research attention and review some of the key issues related to this new direction. This article focuses on research associated with relationships between suppliers and intermediaries such as wholesalers and retailers. Direct relationships between suppliers and end users, either consumers or business firms, are discussed in other articles in this issue.In the next section, a framework for categorizing relationship-oriented channel management research is presented and used to highlight the shift in focus that has occurred. After offering some thoughts on why this shift has occurred, directions for future research in channel relationships are reviewed. The purpose of this article is to identify key unresolved issues in channel relationship management, not to provide a detailed literature review or a comprehensive theory on the development and maintenance of channel relationships. Table 1 offers an approach for classifying channel relationship management research based on the method or mechanism used to control and coordinate the channel activities performed by people and...