Retail Channel Management with Product Differentiation

Creative Commons License

Uğur G., Karaer Ö.

Production and Operations Management Annual Conference, Florida, Amerika Birleşik Devletleri, 6 - 09 Mayıs 2016

  • Yayın Türü: Bildiri / Tam Metin Bildiri
  • Basıldığı Şehir: Florida
  • Basıldığı Ülke: Amerika Birleşik Devletleri
  • Orta Doğu Teknik Üniversitesi Adresli: Evet

Özet

We analyze a monopolist retailer's channel management decisions in a product differentiation context. Historically, retailers developed a physical outlet presence after developing their primary brand chain. Here, we evaluate the online channel decisions of a retailer and its interaction with the physical channels available; possibly both primary and outlet chains.