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

• 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
• Institution: Singapore Management University

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...