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This paper studies a duopolistic market consisting of a conventional offline retailer and an online retailer, each of whom offers a competing benefit (attribute): Specifically, the conventional retailer is superior in terms of social aspects of the shopping experience, such as helpfulness of...
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This paper studies a duopolistic market consisting of a conventional offline retailer and an online retailer, each of whom offers a competing benefit (attribute): Specifically, the conventional retailer is superior in terms of social aspects of the shopping experience, such as helpfulness of...
Persistent link: https://www.econbiz.de/10014245483
When a manufacturer advertises, what is the impact on retailer advertising? I analyze a contest model of advertising where total advertising by the manufacturer and by retailers determines market size, and the relative level of advertising by each retailer determines market share. If retailers...
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