Abstract
This paper investigates pricing strategies in electronic commerce considering factors such as channel bargaining power between manufacturers and retailers, relative online shopping convenience and online market share. We assume that a manufacturer providing national brands has more bargaining power than a manufacturer which supports distributors or retailers to provide their private labels. We also confined ourselves to analyze two categories of electronic and food products which are assumed to represent relative online shopping convenience and online market share and empirically tested based on consumer survey. This paper provides strategic implications on pricing strategies of manufacturers and distributors (or retailers) from perspectives of channel power, relative online convenience and online market share.
| Translated title of the contribution | Pricing strategy in electronic commerce from a perspective of channel bargaining power between manufacturers and retailers: Application to private label and national brand |
|---|---|
| Original language | Korean |
| Pages (from-to) | 73- 80 |
| Number of pages | 8 |
| Journal | 상품학연구 |
| Volume | 28 |
| Issue number | 6 |
| DOIs | |
| State | Published - Nov 2010 |