Optimal cooperative advertising integration strategy for organizations adding a direct online channel

Optimal cooperative advertising integration strategy for organizations adding a direct online channel

0.00 Avg rating0 Votes
Article ID: iaor20072343
Country: United Kingdom
Volume: 57
Issue: 8
Start Page Number: 920
End Page Number: 927
Publication Date: Aug 2006
Journal: Journal of the Operational Research Society
Authors: , ,
Keywords: e-commerce, retailing
Abstract:

Since the advent of the Web, retailers who served consumers offline (ie in stores or via catalogue) have grappled with how to effectively integrate the Internet into their marketing strategies and tactics. Clearly, how a firm elects to integrate the Internet into its retailing process, and how it coordinates offline and online strategic decisions, can impact its performance. In this paper, we examine integration decisions from a cooperative advertising perspective to determine the profitability of various integration strategies. We find that profit is greater when using a ‘partial-integration’ strategy rather than a ‘separation’ strategy; moreover, we find that profit is yet greater when using a ‘full-integration’ strategy rather than a ‘partial-integration’ strategy.

Reviews

Required fields are marked *. Your email address will not be published.