Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/182868 
Year of Publication: 
2009
Series/Report no.: 
Forschungsergebnisse der Wirtschaftsuniversität Wien No. 36
Publisher: 
Peter Lang International Academic Publishers, Berlin
Abstract: 
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.
Persistent Identifier of the first edition: 
ISBN: 
978-3-631-75387-3
Creative Commons License: 
cc-by Logo
Document Type: 
Book
Document Version: 
Digitized Version

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