产品(数学)
频道(广播)
质量(理念)
分布(数学)
业务
竞赛(生物学)
权力下放
支付意愿
产业组织
微观经济学
营销
经济
计算机科学
电信
数学
数学分析
哲学
生态学
几何学
认识论
市场经济
生物
作者
Hongyan Shi,Yunchuan Liu,Nicholas C. Petruzzi
出处
期刊:Management Science
[Institute for Operations Research and the Management Sciences]
日期:2013-05-01
卷期号:59 (5): 1162-1176
被引量:181
标识
DOI:10.1287/mnsc.1120.1604
摘要
This paper shows that the effect of different distribution channel structures on product quality depends on the type of consumer heterogeneity and its distribution in a market. When consumer heterogeneity is uniformly distributed either vertically on willingness to pay or horizontally on transaction costs, a manufacturer may provide the same or lower product quality in a decentralized channel than in a centralized channel. In contrast, when consumer heterogeneity follows a more general distribution on willingness to pay, under certain conditions, the manufacturer may provide higher product quality in a decentralized channel than in a centralized channel. Decentralization also may lead to a higher product quality if consumer heterogeneity is uniformly distributed both vertically and horizontally, but not if consumer heterogeneity is uniformly distributed vertically on each of two product-quality attributes. Additionally, competition at the retail level may amplify these findings. This paper was accepted by J. Miguel Villas-Boas, marketing.
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