Product Choice and Channel Strategy for Multi-Channel Retailers

Product Choice and Channel Strategy for Multi-Channel Retailers

Ruiliang Yan (Indiana University Northwest, USA) and John Wang (Montclair State University, USA)
Copyright: © 2009 |Pages: 22
DOI: 10.4018/jebr.2009070105
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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.

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