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

• Main Authors: GAO, Sarah Yini, LIM, Wei Shi, YE, Ziqiu
• 格式: text
• 語言: English
• 出版: Institutional Knowledge at Singapore Management University 2022
• 主題: supply chain management; conspicuous consumption; copycats; online marketplace; channel strategy; Marketing; Operations and Supply Chain Management
• 在線閱讀: https://ink.library.smu.edu.sg/lkcsb_research/7151; https://ink.library.smu.edu.sg/context/lkcsb_research/article/8150/viewcontent/SSRN_id4289205.pdf
• 機構: Singapore Management University

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...