Flirting with the enemy: online competitor referral and entry-deterrence
Abstract
Internet retailers often compete fiercely for consumers through expensive marketing efforts like search engine advertising, online coupons and a variety of special deals. Against this background, it is somewhat puzzling that many online retailers have recently begun referring their website visitors to their direct competitors. In this paper, using an analytical model, we examine this counterintuitive practice and posit that an entry deterrence...
Paper Details
Title
Flirting with the enemy: online competitor referral and entry-deterrence
Published Date
Dec 29, 2017
Volume
16
Issue
2
Pages
209 - 249
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