Introduction of a second channel: Implications for pricing and profits

Wei Huang and Jayashankar M. Swaminathan

European Journal of Operational Research, 2009, vol. 194, issue 1, 258-279

Abstract: In this paper we study the optimal pricing strategies when a product is sold on two channels such as the Internet and a traditional channel. We assume a stylized deterministic demand model where the demand on a channel depends on prices, degree of substitution across channels and the overall market potential. We first study four prevalent pricing strategies which differ in the degree of autonomy for the Internet channel. For a monopoly, we provide theoretical bounds for these pricing strategies. We also analyze the duopoly case where an incumbent mixed retailer faces competition with a pure retailer and characterize price equilibria. Finally, through a computational study, we explore the behavior (price and profits) under different parameters and consumer preferences for the alternative channels.

Keywords: Pricing; Channel; Demand; Bound (search for similar items in EconPapers)
Date: 2009
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Citations: View citations in EconPapers (94)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:ejores:v:194:y:2009:i:1:p:258-279

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