Emerging dual channel system and manufacturer's direct retail channel strategy

Autor:	Seong Y. Park, Jae-Cheol Kim, Se-Hak Chun, Byong-Duk Rhee
Rok vydání:	2011
Předmět:	Online and offline Economics and Econometrics Pricing strategies business.industry Channel management The Internet Business Marketing Telecommunications Game theory Finance Dual (category theory) Communication channel
Zdroj:	International Review of Economics & Finance. 20:812-825
ISSN:	1059-0560
DOI:	10.1016/j.iref.2011.02.006
Popis:	The Internet has led many manufacturers to add direct online retail channels to their existing offline retail networks. Using both online and offline channels, manufacturers increase their market coverage and profits by customizing their products and services for the differing needs of customer segments using separate channels. Much recent research on channel management tends to focus on pricing strategies rather than analyzing channel strategies. This paper analyzes optimal channel strategies of manufacturers when they consider online stores as their new direct online channels, and it discusses some strategic implications of these channel strategies from the perspective of consumer heterogeneity and retail services.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::8719f877dc0f0df4a3c1b32a996543f2 https://doi.org/10.1016/j.iref.2011.02.006 Zobrazit plný text záznamu Full Text from ScienceDirect