2016
DOI: 10.1504/ijmtm.2016.075836
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Online expansion: is it another kind of strategic manufacturer response to a dominant retailer?

Abstract: Abstract:The issues of channel conflict and channel power have received widespread research attention, including Geylani et al.'s (2007) work on channel relations in an asymmetric retail setting. Specifically, these authors suggest that a manufacturer can respond to a dominant retailer's pricing pressure by raising the wholesale price for a weak retailer over that for the dominant retailer while transferring demand to the weak retailer channel via cooperative advertising. But, is online expansion another kind … Show more

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