Assessing the Consequences of a Channel Switch

Article OPEN
Xinlei (Jack) Chen; George John; Om Narasimhan;
  • Journal: Marketing Science, volume 27, issue 3 05-06, pages 398-416
  • Related identifiers: doi: 10.1287/mksc.1070.0311
  • Subject: channel structure, new empirical industrial organization, oligopoly competition

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 ... View more
Share - Bookmark