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

Se Hak Chun; Byong Duk Rhee; Seong Y. Park; Jae Cheol Kim

doi:10.1016/j.iref.2011.02.006

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

Se Hak Chun, Byong Duk Rhee, Seong Y. Park, Jae Cheol Kim

Dept. of Business Administration

Research output: Contribution to journal › Article › peer-review

37 Scopus citations

Abstract

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.

Original language	English
Pages (from-to)	812-825
Number of pages	14
Journal	International Review of Economics and Finance
Volume	20
Issue number	4
DOIs	https://doi.org/10.1016/j.iref.2011.02.006
State	Published - Oct 2011

Keywords

Channel management
Consumer heterogeneity
Direct online channel
Dual channel
Game theory

Access to Document

10.1016/j.iref.2011.02.006

Cite this

@article{745ede79aba74f41ac54c8d6419137ae,

title = "Emerging dual channel system and manufacturer's direct retail channel strategy",

abstract = "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.",

keywords = "Channel management, Consumer heterogeneity, Direct online channel, Dual channel, Game theory",

author = "Chun, \{Se Hak\} and Rhee, \{Byong Duk\} and Park, \{Seong Y.\} and Kim, \{Jae Cheol\}",

year = "2011",

month = oct,

doi = "10.1016/j.iref.2011.02.006",

language = "English",

volume = "20",

pages = "812--825",

journal = "International Review of Economics and Finance",

issn = "1059-0560",

number = "4",

}

TY - JOUR

T1 - Emerging dual channel system and manufacturer's direct retail channel strategy

AU - Chun, Se Hak

AU - Rhee, Byong Duk

AU - Park, Seong Y.

AU - Kim, Jae Cheol

PY - 2011/10

Y1 - 2011/10

N2 - 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.

AB - 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.

KW - Channel management

KW - Consumer heterogeneity

KW - Direct online channel

KW - Dual channel

KW - Game theory

UR - http://www.scopus.com/inward/record.url?scp=79957548790&partnerID=8YFLogxK

U2 - 10.1016/j.iref.2011.02.006

DO - 10.1016/j.iref.2011.02.006

M3 - Article

AN - SCOPUS:79957548790

SN - 1059-0560

VL - 20

SP - 812

EP - 825

JO - International Review of Economics and Finance

JF - International Review of Economics and Finance

IS - 4

ER -

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

Abstract

Keywords

Access to Document

Other files and links

Fingerprint

Cite this