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Keywords: Reselling
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Journal Articles
Marketplace or reseller: the channel strategy analysis for e-commerce platforms considering brand differentiation
Available to Purchase
Journal:
Industrial Management & Data Systems
Industrial Management & Data Systems (2023) 123 (8): 1985–2012.
Published: 11 July 2023
... The results show that the platform prefers to offer the reselling mode for both brands when the brand differentiation is low, and this preference will be enhanced by the decrease in order fulfilment cost. By contrast, when the brand differentiation is high, it will offer the reselling mode for the premium...
