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Keywords: Channel structure
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Journal Articles
Journal:
Industrial Management & Data Systems
Industrial Management & Data Systems (2023) 123 (5): 1359–1400.
Published: 28 February 2023
...Daibing Wang; Shulin Liu Purpose This paper considers a supply chain with a manufacturer (she) selling through an online retail platform (he) and studies the channel structure choices of two firms when investing in advertising. Design/methodology/approach The authors assume that the platform...
