Product choice and channel strategy for multi-channel retailers

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.