publication . Preprint . 2007

In-Store Media and Channel Management

Anthony Dukes; Yunchuan Liu;
Open Access
  • Published: 01 Jun 2007
Abstract
In this paper, we study the interesting and complicated effects of retailer in-store media on distribution channel relationships. With the help of advanced technology, retailers can open in-store media in their stores and allow manufacturers to advertise through the instore media. We show that opening in-store media is a strategic decision for a retailer, and a retailer may strategically subsidize manufacturers on their advertising through instore media to better coordinate the channel. Even when in-store media is more effective than commercial media (i.e., radio, TV, newspaper, etc.), a retailer may still charge an advertising rate lower than commercial media d...
Subjects
free text keywords: in-store media; advertising; distribution channel; channel coordination; retailing
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