A Hybrid Firm's Pricing Strategy in Electronic Commerce under Channel Migration

• Main Authors: KAUFFMAN, Robert John, LEE, Dongwon, LEE, Jung, YOO, Byungjoon
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2009
• Subjects: Business policy; channel migration; channel-switching costs; e‑commerce; empirical research; hybrid firm; loyalty; marketing; on-line channel; pricing models; pricing strategy; Computer Sciences; E-Commerce
• Online Access: https://ink.library.smu.edu.sg/sis_research/2754; https://ink.library.smu.edu.sg/context/sis_research/article/3754/viewcontent/HybridFirmPricingStrategyChannelMigration_2009.pdf
• Institution: Singapore Management University

Achieving an effective business design across the Internet and the off-line channel is a critical concern for a hybrid firm's choice of pricing strategy. Two pricing models are proposed to examine how consumer channel migration (one-way channel interaction from the traditional sales channel to...