Strategic upfront marketing channel integration as an entry barrier

Volume: 220, Issue: 3, Pages: 865 - 875
Published: Aug 1, 2012
Abstract
This paper investigates an organizational design problem concerning whether duopolistic firms competing in a product market should vertically integrate or separate their marketing channels in a dynamic noncooperative game setting. Previous operational research models have shown that the separation of the marketing channel with the adoption of a two-part tariff contract is the dominant strategy compared with integration for each firm if the two...
Paper Details
Title
Strategic upfront marketing channel integration as an entry barrier
Published Date
Aug 1, 2012
Volume
220
Issue
3
Pages
865 - 875
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