Equilibrium in the Hybrid Channel

Seong Y. Park; Hean Tat Keh

doi:10.1007/978-3-319-17320-7_51

Equilibrium in the Hybrid Channel

Seong Y. Park, Hean Tat Keh

Dept. of Business Administration

University of Washington

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

Abstract

In the distribution of goods and services, we observe that many firms use multiple channels. For example, consumers can purchase airline tickets either through travel agents or from the airlines directly. Personal computer manufacturers such as IBM, Compaq, and Dell are increasingly using both retail outlets and mail order to distribute their products (Moriarty and Moran 1990). These multichannels are called hybrid channels.

Original language	English
Title of host publication	Developments in Marketing Science
Subtitle of host publication	Proceedings of the Academy of Marketing Science
Publisher	Springer Nature
Pages	201-202
Number of pages	2
DOIs	https://doi.org/10.1007/978-3-319-17320-7_51
State	Published - 2015

Publication series

Name	Developments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)	2363-6165
ISSN (Electronic)	2363-6173

Keywords

Direct Channel
Mail Order
Retail Outlet
Travel Agent
Vertical Integration

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10.1007/978-3-319-17320-7_51

Cite this

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title = "Equilibrium in the Hybrid Channel",

abstract = "In the distribution of goods and services, we observe that many firms use multiple channels. For example, consumers can purchase airline tickets either through travel agents or from the airlines directly. Personal computer manufacturers such as IBM, Compaq, and Dell are increasingly using both retail outlets and mail order to distribute their products (Moriarty and Moran 1990). These multichannels are called hybrid channels.",

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AB - In the distribution of goods and services, we observe that many firms use multiple channels. For example, consumers can purchase airline tickets either through travel agents or from the airlines directly. Personal computer manufacturers such as IBM, Compaq, and Dell are increasingly using both retail outlets and mail order to distribute their products (Moriarty and Moran 1990). These multichannels are called hybrid channels.

KW - Direct Channel

KW - Mail Order

KW - Retail Outlet

KW - Travel Agent

KW - Vertical Integration

UR - https://www.scopus.com/pages/publications/85125782360

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DO - 10.1007/978-3-319-17320-7_51

M3 - Chapter

AN - SCOPUS:85125782360

T3 - Developments in Marketing Science: Proceedings of the Academy of Marketing Science

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EP - 202

BT - Developments in Marketing Science

PB - Springer Nature

ER -

Equilibrium in the Hybrid Channel

Abstract

Publication series

Keywords

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