Product choice and channel strategy for multi-channel retailers

Ruiliang Yan, John Wang

Research output: Contribution to journalArticleResearchpeer-review

Abstract

With the explosive growth of online sales, multi-channel retailers are increasingly focused on finding ways of integrating the online channel with traditional retail stores. The need for the development of effective multi-channel strategies is strongly felt by the retailers. The present research normatively addresses this issue and using a game theoretic approach, derives optimal strategies that maximize profits under different competitive market structures. Managerial implications are discussed and probable paths of future research are identified.

Original languageEnglish
Pages (from-to)78-99
Number of pages22
JournalInternational Journal of e-Business Research
Volume5
Issue number3
DOIs
StatePublished - 1 Jan 2009

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Retail stores
Profitability
Sales
Channel strategy
Retailers
Product choice
Competitive market
Online channel
Online sales
Market structure
Wayfinding
Optimal strategy
Profit

Keywords

  • Game Theory
  • Multi-Channel Strategy
  • Product Categories
  • Retailer Profits

Cite this

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Product choice and channel strategy for multi-channel retailers. / Yan, Ruiliang; Wang, John.

In: International Journal of e-Business Research, Vol. 5, No. 3, 01.01.2009, p. 78-99.

Research output: Contribution to journalArticleResearchpeer-review

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