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A "meta-analysis" of multibrand, multioutlet channel systems

Publication ,  Journal Article
Lee, E; Staelin, R; Yoo, WS; Du, RCT
Published in: Management Science
September 1, 2013

In today's multibrand, multichannel marketplace, optimal channel design involves issues such as distribution intensity, channel exclusivity, vertical and horizontal coordination, and online-offline mixed structures. We investigate how a firm's choice in these design issues affects its profitability under varying levels of brand and outlet differentiation. Our spatial model explicitly captures heterogeneous consumer preference for brand position, store location, and outlet type, under various consumer behavior assumptions. We apply this same underlying model to 10 different channel structures, deriving associated demand functions and equilibrium solutions. We perform a meta-analysis over the entire set of results to estimate a general model that summarizes the linkages among the factors shaping optimal channel structure decisions in a multibrand, multioutlet market. This general model efficiently describes the complex interactions of channel characteristics with industry structure and consumer characteristics, providing new findings as well as greater clarity to some results in the literature. A predictive analysis applied to additional channel structures exhibits strong generalizability in qualitative findings. © 2013 INFORMS.

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Published In

Management Science

DOI

EISSN

1526-5501

ISSN

0025-1909

Publication Date

September 1, 2013

Volume

59

Issue

9

Start / End Page

1950 / 1969

Related Subject Headings

  • Operations Research
  • 46 Information and computing sciences
  • 38 Economics
  • 35 Commerce, management, tourism and services
  • 15 Commerce, Management, Tourism and Services
  • 08 Information and Computing Sciences
 

Citation

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Lee, E., Staelin, R., Yoo, W. S., & Du, R. C. T. (2013). A "meta-analysis" of multibrand, multioutlet channel systems. Management Science, 59(9), 1950–1969. https://doi.org/10.1287/mnsc.1120.1692
Lee, E., R. Staelin, W. S. Yoo, and R. C. T. Du. “A "meta-analysis" of multibrand, multioutlet channel systems.” Management Science 59, no. 9 (September 1, 2013): 1950–69. https://doi.org/10.1287/mnsc.1120.1692.
Lee E, Staelin R, Yoo WS, Du RCT. A "meta-analysis" of multibrand, multioutlet channel systems. Management Science. 2013 Sep 1;59(9):1950–69.
Lee, E., et al. “A "meta-analysis" of multibrand, multioutlet channel systems.” Management Science, vol. 59, no. 9, Sept. 2013, pp. 1950–69. Scopus, doi:10.1287/mnsc.1120.1692.
Lee E, Staelin R, Yoo WS, Du RCT. A "meta-analysis" of multibrand, multioutlet channel systems. Management Science. 2013 Sep 1;59(9):1950–1969.

Published In

Management Science

DOI

EISSN

1526-5501

ISSN

0025-1909

Publication Date

September 1, 2013

Volume

59

Issue

9

Start / End Page

1950 / 1969

Related Subject Headings

  • Operations Research
  • 46 Information and computing sciences
  • 38 Economics
  • 35 Commerce, management, tourism and services
  • 15 Commerce, Management, Tourism and Services
  • 08 Information and Computing Sciences