publication . Article . 2008

Assessing the Consequences of a Channel Switch

Xinlei Jack Chen; George T. John; Om Narasimhan;
Open Access
  • Published: 01 Jan 2008 Journal: Marketing Science, volume 27, issue 3 05-06, pages 398-416
Switching marketing channels is an expensive and sticky decision. While a number of theories suggest efficiency and strategic differences between channels, there is virtually no work on combining these ideas into an empirically workable methodology to assess the impact of a channel switch. In this study, we undertake to close this gap with an empirical study of the sports drink market, featuring competing producers and heterogeneous channels. We estimate demand and cost parameters for a number of alternative models of competitive interaction and use these estimates to study the switching of Gatorade from its extant (independent wholesaler) channel to the direct ...
Persistent Identifiers
free text keywords: channel structure, new empirical industrial organization, oligopoly competition, Marketing, Business and International Management, Manufacturing cost, Industrial organization, Competitive interaction, Empirical research, Communication channel, Extant taxon, Economics, Direct store delivery
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