RT info:eu-repo/semantics/article
T1 Is multichannel retail marketing integration a panacea?
A1 Martín-Herrán, Guiomar
A1 Sigué, Simon-Pierre
AB Channel integration/centralization understood as joint pricing of multiple channels is toutedas the ideal organization to maximize the profitability of multichannel retailers. This studychallenges this claim and analytically examines with two two-period models whether multichannelretailers should centralize or decentralize online and offline pricing decisions whenvertical channel interactions and consumer reference price effects are considered. We foundthat under certain conditions (which depend on several factors, including the manufacturer’sadvertising strategies over the two periods, the intensity of price competition between channels,and the consumers’ sensitivity to price changes over time), the retailer may find it optimalto centralize or decentralize online and offline pricing decisions. Therefore, our findingssupport the idea that multichannel retailing integration is not a panacea, especially in a contextwhere complex vertical interactions with manufacturers are taken into account andwhere consumers compare current market prices to recent past prices at the time ofpurchase.
SN 0160-5682
YR 2025
FD 2025
LK https://uvadoc.uva.es/handle/10324/78387
UL https://uvadoc.uva.es/handle/10324/78387
LA eng
NO Journal of the Operational Research Society 76 (8), 1630-1648, 2025
DS UVaDOC
RD 28-oct-2025