EconPapers    
Economics at your fingertips  
 

Who is better for single and double coupon promotion? Comparison from dual‐channel and two‐period

Yingdong Tian, Wensheng Yang, Kun Wen and Dawei Zhang

Managerial and Decision Economics, 2023, vol. 44, issue 4, 2079-2093

Abstract: This paper examines the e‐commerce platform decides whether to distribute electronic coupons during the promotional period: Single coupon (SC) and double coupon (DC) are available. We analyze the difference in promotional strengths and profit levels between the two coupon scenarios. With the retailer in the SC scenario promoting more when the platform commission rate is increased. In the DC scenario, the larger the gains of the manufacturer and the platform during the promotional period, and the profit trends of the dual‐channel in the original price period remain the same. The platform can only enjoy significant benefits when the platform fee is higher.

Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://doi.org/10.1002/mde.3802

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:wly:mgtdec:v:44:y:2023:i:4:p:2079-2093

Access Statistics for this article

Managerial and Decision Economics is currently edited by Antony Dnes

More articles in Managerial and Decision Economics from John Wiley & Sons, Ltd.
Bibliographic data for series maintained by Wiley Content Delivery ().

 
Page updated 2025-03-20
Handle: RePEc:wly:mgtdec:v:44:y:2023:i:4:p:2079-2093