This work aims at contributing to a vision of innovation which is not limited to specific aspects or to the single stage of the channel, and which considers the channel as a whole. The analysis has been be carried out through a systematic literature review following three perspectives: A technological one, focusing on the influence of technology on the interactions among channels members and with the final demand, a structural perspective, referring to what new channel configurations may occur, and a relational perspective, focusing on the changes in vertical relationships between firms.
Keywords: Canali di marketing, innovazione, relazioni di canale, e-commerce, multicanalità, supply chain.