Decommoditization, Resonance Marketing, and Information Technology: An Empirical Study of Air Travel Services amid Channel Conflict

Decommoditization, Resonance Marketing, and Information Technology: An Empirical Study of Air Travel Services amid Channel Conflict

Digital intermediaries and Internet search technologies have commoditized many products, resulting in intense price competition and channel conflict. Firms use decommoditization strategies to regain control over distribution channels, as well as to implement resonance marketing and hyperdifferentiat...

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Bibliographic Details
Main Authors: GRANADOS, N. F., Kauffman, Robert J., Lai, H. C., Lin, H. C.
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2011
Subjects:
air travel services
à la carte pricing
channel conflict
commoditization
decommoditization
disintermediation
information transparency
intermediaries
reintermediation
resonance marketing
Computer Sciences
Technology and Innovation
Online Access:https://ink.library.smu.edu.sg/sis_research/2187
http://dx.doi.org/10.2753/MIS0742-1222280203
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Institution: Singapore Management University
Language: English

Internet

https://ink.library.smu.edu.sg/sis_research/2187
http://dx.doi.org/10.2753/MIS0742-1222280203

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