Emerging dual channel system and manufacturers direct retail channel strategy

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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. (C) 2011 Elsevier Inc. All rights reserved.
Publisher
ELSEVIER SCIENCE BV
Issue Date
2011-10
Language
English
Article Type
Article
Keywords

PRICING STRATEGIES; INFORMATION; PROFITS

Citation

INTERNATIONAL REVIEW OF ECONOMICS FINANCE, v.20, no.4, pp.812 - 825

ISSN
1059-0560
URI
http://hdl.handle.net/10203/100079
Appears in Collection
MT-Journal Papers(저널논문)
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