Mukhopadhyay, Samar K.; Yao, Dong-Qing; Yue, Xiaohang - In: Journal of Business Research 61 (2008) 9, pp. 950-958
Abstract The mixed channel model is becoming increasingly popular in the hi-tech industry where a firm, in addition to selling through the traditional supply chain of wholesaler and retailer, opens a direct channel to the customer through Internet sales. While the dual channel has its...