How traditional manufacturers succeed in D2D: A strategic framework for assortment and pricing to solve channel conflicts

Constantin Götsch, Simon Rupprecht, Tobias Kuntner and Eva Anderl

Marketing Review St.Gallen, 2023, vol. 40, issue 1, 70-77

Abstract: D2C offers the chance for traditional manufacturers to gain independence and reduce margin pressure by bypassing retailers. A differentiated assortment and pricing approach is a key lever for mitigating the resulting risk of channel conflicts. Our research helps manufacturers succeed in D2C by delivering a framework that provides actionable differentiation strategies within a four-phase maturity model.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:zbw:hsgmrs:280450

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