The marketing mix (MM) is an integral part of a firm's marketing strategy sitting at the nexus
between a company and the marketplace. As such, it evolves together with the marketplace …

Traditionally, online retailers have acted as product resellers. Recently, these retailers have
also started to serve as online marketplaces by providing a platform to directly connect …

This paper studies how a manufacturer should engage with a platform retailer and a
traditional reseller. Our work is motivated by the emergence of increasingly powerful retail …

Marketing academics are keenly aware of the seismic shifts in today's marketing
environment caused by digital (dis) intermediation. In this article, we discuss four types of …

We examine a model in which a supplier sells products through an online platform and an
offline retailer under conditions of demand uncertainty. The actual demand potential can be …

In recent years, the increasing prevalence of online retailing has given rise to a novel e-
channel—the marketplace—in which manufacturers sell their products directly to consumers …

In recent years, online retailers (also called e-tailers) have started allowing manufacturers
direct access to their customers while charging a fee for providing this access, a format …

A retail business model articulates how a retailer creates value for its customers and
appropriates value from the markets. Innovations in business models are increasingly critical …

This paper examines strategic contracting between a monopoly platform and suppliers that
sell their goods through the platform. I consider two competing suppliers: a high-volume …

Currently, manufacturers can sell products on e-tailers' online platforms through agency
sales format or reselling format. However, how to choose the best sales formats has puzzled …