...Zhi Pei; Ruiliang Yan; Zixia Cao; Steve B. Zhou Purpose This research explores how digital coupons can be leveraged to reduce channel competition and enhance collaboration in the manufacturer-reseller business-to-business (B2B) market–an area that has not been previously addressed...

... goals implementation. Originality/value We contend that this is one of the few early papers that contributes to the conceptual development of a collaborative multi-stakeholder partnerships paradigm by which such partnerships are formed and institutionalized among multiple interacting sectors...