In a viral marketing campaign an organization develops a marketing message, and stimulates customers to forward this message to their contacts. Despite its increasing popularity, there are no models yet that help marketers to predict how many customers a viral marketing campaign will reach, and...

Customers often evaluate products at brick-and-mortar stores to identify their “best fit” product but buy it for a lower price at a competing online retailer. This free-riding behavior by customers is referred to as “showrooming” and we show that this is detrimental to the profits of the...

Priceline.com patents the innovative marketing strategy, Name-Your-Own-Price (NYOP), that sells opaque products through customer-driven pricing. In this paper, we study how competitive suppliers with sub- stitutable, non-replenishable goods may sell their products (1) as regular goods through a...

We present a demand system for tied goods incorporating dynamics arising from the tied-nature of the products and the stockpiling induced by storability and durability. We accommodate competition across tied good systems and competing downstream retail formats by endogenizing the retail format...

We empirically investigate the demand for tied goods sold through competing retail channels. Tied good pricing strategies commonly involve a low price on the initial purchase (i.e. the primary good) to drive adoption, and a substantial markup on aftermarket goods to capture value. However, if...

We analyze a channel of distribution where a monopolistic manufacturer, as leader of the channel, selects distribution intensity and wholesale price, and independent retailers follow by selecting price. Retailer competition is analyzed using a new model that combines the Salop model of circular...

Mail-order and internet sellers must decide how customers pay shipping charges. Typically, these sellers choose between two pricing policies: either “uniform pricing,” where the firm delivers to any customer at a fixed delivery charge (that may be volume dependent), or “mill pricing,”...

Der stationäre Handel im digitalen Zeitalter -- Herausforderungen des stationären Handels -- Neuerfindung des stationären Handels -- Digitale Innenstadt und Shoppingcenter der Zukunft -- Risk-Benefit im Handel der Zukunft.

Dieses Buch geht auf die besonderen Herausforderungen an den stationären Handel im digitalen Zeitalter ein. Anliegen von Gerrit Heinemann ist es vor allem, die lokalen Händler wachzurütteln und ihnen einen Weg aufzuzeigen, wie sie sich neu erfinden können. Diese haben nur eine Zukunft, wenn...