Commentary—Managing Channel Profits
نویسندگان
چکیده
منابع مشابه
Managing Channel Profits
A of distribution consists of different channel members each having his own decision variables. However, each channel member’s decisions do affect the other channel members’ profits and, as a consequence, actions. A lack of coordination of these decisions can lead to undesirable consequences. For example, in the simple manufacturer-retailer-consumer channel, uncoordinated and independent channe...
متن کاملReply To: Managing Channel Profits: Comment
We welcome Moorthy's Comment (Moorthy 1987). It provides an opportunity to clarify several issues raised in our 1983 paper. That paper was motivated by one concern—channel coordination. We believed that channel members benefit from coordination and that many institutional arrangements, such as quantity discounts, are actually coordinating mechanisms. We developed a simple model to demonstrate o...
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It is well known that lower channel profits are achieved in the bilateral (manufacturer-re seller) monopoly if manufacturer and reseller independently optimize their respective profits: They take each other's decisions as given i.e., adopt decision rules that ignore their influence on the other channel member. Higher profits are achieved if they coordinate their profit maximiz ing decisions. ...
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ژورنال
عنوان ژورنال: Marketing Science
سال: 2008
ISSN: 0732-2399,1526-548X
DOI: 10.1287/mksc.1070.0342