How traditional manufacturers succeed in D2D: A strategic framework for assortment and pricing to solve channel conflicts
D2C offers the chance for traditional manufacturers to gain independence and reduce margin pressure by bypassing retailers. A differentiated assortment and pricing approach is a key lever for mitigating the resulting risk of channel conflicts. Our research helps manufacturers succeed in D2C by delivering a framework that provides actionable differentiation strategies within a four-phase maturity model.
Year of publication: |
2023
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Authors: | Götsch, Constantin ; Rupprecht, Simon ; Kuntner, Tobias ; Anderl, Eva |
Published in: |
Marketing Review St.Gallen. - ISSN 1865-7516. - Vol. 40.2023, 1, p. 70-77
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Publisher: |
St.Gallen : Thexis Verlag |
Saved in:
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