Optimal channel strategy of luxury brands in the presence of online marketplace and copycats

Optimal channel strategy of luxury brands in the presence of online marketplace and copycats

The strategic interaction between authentic luxury brands and their copycats has evolved since the proliferation of online marketplaces. Using a game-theoretic framework, we examine how an authentic luxury brand, observing the strategic behavior of its competing copycats, should make its optimal ent...

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Bibliographic Details
Main Authors: GAO, Sarah Yini, LIM, Wei Shi, YE, Ziqiu
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2022
Subjects:
supply chain management
conspicuous consumption
copycats
online marketplace
channel strategy
Marketing
Operations and Supply Chain Management
Online Access:https://ink.library.smu.edu.sg/lkcsb_research/7151
https://ink.library.smu.edu.sg/context/lkcsb_research/article/8150/viewcontent/SSRN_id4289205.pdf
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Institution: Singapore Management University
Language: English

Internet

https://ink.library.smu.edu.sg/lkcsb_research/7151
https://ink.library.smu.edu.sg/context/lkcsb_research/article/8150/viewcontent/SSRN_id4289205.pdf

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