Developing a strategy for online channels requires knowledge about the effects of online use on customer revenues and costs to serve, which ultimately influence customer profitability. The authors theoretically discuss and empirically examine these effects. The results of an empirical study,...

Many advertisers hire agencies to run their search engine marketing campaigns; increasingly, they are using innovative performance-based compensation plans, in which they pay the agency a fee for each conversion (i.e., acquired customer) but require the agency to pay all search engine marketing...

Internet distribution channels may be either advantageous or detrimental for a company. Therefore, this study analyzes their performance, antecedents, and effect on company performance. Using survey data from multichannel retailers and structural equation model methodology, the authors show that...

Advances in information technology have led to a substantial increase in the use of interactive pricing mechanisms, where buyers (i.e., consumers) and sellers (i.e., retailers) enter a formal computer-mediated price-negotiation process during which consumers submit bids for a specific product....