Chung, Hwan; Lee, Eunkyu - In: European Journal of Marketing 48 (2014) 9/10, pp. 1870-1891
Purpose – The purpose of this study is to analyze the problem of optimal product line design in marketing channels. Design/methodology/approach – This paper develops a game theoretic model, in which a firm markets a line of a limited number of products at different quality levels to serve a...