Associate Professor
Supervisor of Master's Candidates
Hits:
Journal:Omega
Abstract:In this paper, we investigate the optimal customization strategies and product variety decisions for firms in different channels (online or offline). Based on an e-tailer's and the retailers’ strategies of whether to adopt customization, we analyze four different scenarios and highlight the impact of customization on firms’ pricing decisions, profits, and consumer welfare. Furthermore, we relax the assumptions on firms’ product line design, production flexibility, as well as channel structure, and identify several managerial insights. First, with a uniform pricing scheme, the only factor that
First Author:Chu Zhang
Indexed by:Applied Research
Correspondence Author:Xiaona Zheng
Document Type:J
Translation or Not:no
Date of Publication:2020-10-21
Included Journals:SCI
