Ghose, Anindya; Mukhopadhyay, Tridas; Rajan, Uday - Berkeley Electronic Press - 2003
online sales environment results in lower customer acquisition costs. However, it also offers retailers less information … to price discriminate between informed and uninformed consumers, and by the lowering of acquisition costs due to … increasing their franchise fee. This provides them with an incentive to reduce the acquisition costs in the channel. The tradeoff …