Retailors market power and the optimal channel strategies of a manufacter in electric commerce
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Retailors market power and the optimal channel strategies of a manufacter in electric commerce
KAIST Business SchoolWORKING PAPER SERIESRetailers Market Power and the Optimal Channel Strategies of a Manufacturer in Electronic CommerceJae-Cheol K Retailors market power and the optimal channel strategies of a manufacter in electric commerce KimSe-Hak ChunNovember 2010 KCB-WP-2010-011KAISTBusiness SchoolThis paper can be downloaded without charge at:KAIST Business School Working Paper Series Index:http: www.business.kaist.ac.kr mam.asp?cate eode=20091008101934&gourl= program casework.asp&resource=3&cate=2andhttp:.' www.ssm.com link KAIS Retailors market power and the optimal channel strategies of a manufacter in electric commerce T-Busmess-School.htmlSocial Science Research Network eLibrary:http: papers.ssrn.com so 13 displayabstractsearch.cfm©2007 All works posted here are ownRetailors market power and the optimal channel strategies of a manufacter in electric commerce
ed and copyrighted by the author! s).Papers may be downloaded for personal use only.tEtechcrhCcppyavailabteat: I •p.A’ssfii comiabst: act-1713044RetaiKAIST Business SchoolWORKING PAPER SERIESRetailers Market Power and the Optimal Channel Strategies of a Manufacturer in Electronic CommerceJae-Cheol K Retailors market power and the optimal channel strategies of a manufacter in electric commerce ement, KA 1ST. 87 Hoegiro. Dogdaemun-gu, Seoul 130-722. Korea. jckimSbusiness.kaist.ac.kr{Department of Business Administration. Seoul National University of Science andTechnology. 138 Kongrungdonggil. Nowon-gu. Seoul 139-743. Korea,shchun2snut.ac.krAbstractEven though many manufacturers today are i Retailors market power and the optimal channel strategies of a manufacter in electric commerce ncreasingly adopting dual channels to sell their products through their traditional retail channels and their own direct online channels, there are stRetailors market power and the optimal channel strategies of a manufacter in electric commerce
ill few theoretical studies on manufacturers' optimal channel management strategies and pricing strategies in electronic commerce. Previous studies teKAIST Business SchoolWORKING PAPER SERIESRetailers Market Power and the Optimal Channel Strategies of a Manufacturer in Electronic CommerceJae-Cheol K Retailors market power and the optimal channel strategies of a manufacter in electric commerce chain design. As well, previous studies on channel management have tried to analyze a manufacturer's channel management strategy from the perspective of channel conflict between a manufacturer and a retailer: thus, they tend to focus on pricing strategies of the1Electronic copy-avsilBbte Bt: i. tp;/ Retailors market power and the optimal channel strategies of a manufacter in electric commerce /ssnrricom/a-tstractE 1713044manufacturer and start from an assumption that there are both offline and online channels initially.This paper begins byRetailors market power and the optimal channel strategies of a manufacter in electric commerce
asking a question why both channels exist at the same time. We are particularily interested in a manufacturer's optimal channel strategies when a manuKAIST Business SchoolWORKING PAPER SERIESRetailers Market Power and the Optimal Channel Strategies of a Manufacturer in Electronic CommerceJae-Cheol K Retailors market power and the optimal channel strategies of a manufacter in electric commerce d a vertically integrated direct channel coexist or when does a manufacturer use a traditional channel only? Also, when may a manufacturer dispense with an existing retailer and use a direct online channel only?We investigate these questions from the perspective of customer choice behavior consideri Retailors market power and the optimal channel strategies of a manufacter in electric commerce ng several factors, including the degree of the consumer’s online convenience and the degree of customer heterogeneity between a traditional retail chRetailors market power and the optimal channel strategies of a manufacter in electric commerce
annel and online channel. We discuss how these are related to a manufacturer's channel strategies and pricing strategies in an electronic market envirKAIST Business SchoolWORKING PAPER SERIESRetailers Market Power and the Optimal Channel Strategies of a Manufacturer in Electronic CommerceJae-Cheol K Retailors market power and the optimal channel strategies of a manufacter in electric commerce studies. We discuss the channel conflict issue from a different view of the retailer's market power. Traditional approaches have focused on the fact that offline markets are larger than online, so the retailer has more bargaining power. Our perspective also considers the opposite point of view. In p Retailors market power and the optimal channel strategies of a manufacter in electric commerce articular, we examine how this retailer's market power is related to a manufacturer's channel•2Electronic copy available at: ’r .‘p./.'ssm.com/abst'acRetailors market power and the optimal channel strategies of a manufacter in electric commerce
t-1713044strategy, pricing strategy, strategic behaviors and channel conflict. We also discuss strategic implications on the market player's behavior KAIST Business SchoolWORKING PAPER SERIESRetailers Market Power and the Optimal Channel Strategies of a Manufacturer in Electronic CommerceJae-Cheol KKAIST Business SchoolWORKING PAPER SERIESRetailers Market Power and the Optimal Channel Strategies of a Manufacturer in Electronic CommerceJae-Cheol KGọi ngay
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