The DOI matches its Crossref record.
Competition and Cooperation in Marketing Channel Choice: Theory and Application
Abstract
This paper discusses the problem of choosing a vertical marketing channel in a product-differentiated duopolistic market. Firms choose product price and the form of the marketing channel to maximize profits. It is shown that integration of the marketing function results in greater price competition and lower prices than does the use of independent marketing middlemen. The profitability of reducing price competition by using such middlemen is investigated. Two hypotheses—that integration is negatively associated with the products' substitutability and that symmetric channel structures are stable—are tested in a preliminary way and supported with survey data from the international semiconductor industry.
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Cited by
Exploring the implications of the Internet for consumer marketing
Peterson, R. A., Balasubramanian, S., & Bronnenberg, B. J. (1997) · Journal of the Academy of Marketing Science · doi:10.1177/0092070397254005 · Cited by 1,373
Bergen, M., Dutta, S., & Walker, O. C. (1992) · Journal of Marketing · doi:10.1177/002224299205600301 · Cited by 1,105
Blair, R. D., & Lafontaine, F. (2005) · doi:10.1017/cbo9780511753879 · Cited by 364
Zhang, K., & Katona, Z. (2012) · Marketing Science · doi:10.1287/mksc.1120.0740 · Cited by 111
Metadata
- Authors
- Coughlan, A. T.
- Venue
- Marketing Science
- Published
- 1985-05
- Volume
- 4
- Issue
- 2
- Pages
- 110-129
- ISSN
- 0732-2399 (ISSN-L)
- 1526-548X
- OpenAlex
- W2017629562
- Cited by
- 392
- References
- 0
- FWCI
- 7.79
- Type
- journal article
- Language
- en
- Open access
- closed
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
