Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/280450 
Year of Publication: 
2023
Citation: 
[Journal:] Marketing Review St.Gallen [ISSN:] 1865-7516 [Volume:] 40 [Issue:] 1 [Year:] 2023 [Pages:] 70-77
Publisher: 
Thexis Verlag, St.Gallen
Abstract: 
D2C offers the chance for traditional manufacturers to gain independence and reduce margin pressure by bypassing retailers. A differentiated assortment and pricing approach is a key lever for mitigating the resulting risk of channel conflicts. Our research helps manufacturers succeed in D2C by delivering a framework that provides actionable differentiation strategies within a four-phase maturity model.
Document Type: 
Article

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