دانلود مقاله انگلیسی رایگان:استراتژی ارزشمند و عملکرد شرکت در رقابت O2O - 2020
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  • Valuable strategy and firm performance in the O2O competition Valuable strategy and firm performance in the O2O competition
    Valuable strategy and firm performance in the O2O competition

    سال انتشار:

    2020


    عنوان انگلیسی مقاله:

    Valuable strategy and firm performance in the O2O competition


    ترجمه فارسی عنوان مقاله:

    استراتژی ارزشمند و عملکرد شرکت در رقابت O2O


    منبع:

    Sciencedirect - Elsevier - Industrial Marketing Management, 85 (2020) 167-179. doi:10.1016/j.indmarman.2019.10.014


    نویسنده:

    Zhi Peia,⁎, Audhesh Paswanb, Kerri Campa


    چکیده انگلیسی:

    When the manufacturer opens an online channel to compete with its traditional retailer, what valuable strategy can be utilized to alleviate the O2O (online to offline) competition and conflict and improve the performances of all channel members? Our research addresses this important question by initiating an innovative strategy considering the retailers sales effort and the manufacturers support in local advertising simultaneously in a manufacturer – retailer O2O supply chain. Our results show that although the retailers sales effort helps improve the channel coordination and leads to a win-win solution for both the manufacturer and the retailer, investing in both the retailers sales effort and manufacturers support in local advertising is a more effective strategy to be employed to coordinate the O2O distribution and achieve higher profits for all parties in the manufacturer - retailer supply chain. In addition, our results also show that compared to the simultaneous mode, the Stackelberg leader-follower mode provides no competitive advantage to the manufacturer or the retailer when the retailers sales effort and manufacturers support in local advertising strategy is implemented to coordinate the O2O distributions.
    Keywords: Marketing strategies | O2O competition | Channel coordination | Supply chain management


    سطح: متوسط
    تعداد صفحات فایل pdf انگلیسی: 13
    حجم فایل: 334 کیلوبایت

    قیمت: رایگان


    توضیحات اضافی:




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