1003173.pdf
A company operating various sales channels, e.g. the Internet and a traditional shop, inevitably faces a tricky coordination problem. As prevalent approaches often do not lead to a satisfying solution, the author suggests a normative model to offer directions for the optimal channel coordination. Th...
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Peter Lang International Academic Publishers
2019
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oapen-20.500.12657-26870 |
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oapen-20.500.12657-268702022-04-26T12:36:45Z Multichannel Management Gruber, Gottfried Consumer Behaviour E-Commerce Gruber Management Model Multichannel Normative Optimality Pricing Stochastic Modelling Towards bic Book Industry Communication::K Economics, finance, business & management::KJ Business & management::KJM Management & management techniques::KJMV Management of specific areas::KJMV5 Production & quality control management A company operating various sales channels, e.g. the Internet and a traditional shop, inevitably faces a tricky coordination problem. As prevalent approaches often do not lead to a satisfying solution, the author suggests a normative model to offer directions for the optimal channel coordination. The model is based on stochastic purchase and switching probabilities, given certain conditions like prices and supportive marketing activities (like delivery time or shop environment). A company can fit its consumer base to the model and simulate various effects on its earnings by altering prices or marketing activities. The model is a market-based playground to develop new holistic strategies for a multichannel company without affecting the market. 2019-01-10 23:55 2020-01-14 16:22:58 2020-04-01T11:28:27Z 2020-04-01T11:28:27Z 2018 book 1003173 OCN: 1082959153 9783631753873 http://library.oapen.org/handle/20.500.12657/26870 eng Forschungsergebnisse der Wirtschaftsuniversitaet Wien application/pdf n/a 1003173.pdf Peter Lang International Academic Publishers 10.3726/b13906 10.3726/b13906 e927e604-2954-4bf6-826b-d5ecb47c6555 9783631753873 36 204 Bern open access |
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OAPEN |
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English |
| description |
A company operating various sales channels, e.g. the Internet and a traditional shop, inevitably faces a tricky coordination problem. As prevalent approaches often do not lead to a satisfying solution, the author suggests a normative model to offer directions for the optimal channel coordination. The model is based on stochastic purchase and switching probabilities, given certain conditions like prices and supportive marketing activities (like delivery time or shop environment). A company can fit its consumer base to the model and simulate various effects on its earnings by altering prices or marketing activities. The model is a market-based playground to develop new holistic strategies for a multichannel company without affecting the market. |
| title |
1003173.pdf |
| spellingShingle |
1003173.pdf |
| title_short |
1003173.pdf |
| title_full |
1003173.pdf |
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1003173.pdf |
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Peter Lang International Academic Publishers |
| publishDate |
2019 |
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1771297540810997760 |
