IDEAS home Printed from https://ideas.repec.org/a/zbw/hsgmrs/280450.html
   My bibliography  Save this article

How traditional manufacturers succeed in D2D: A strategic framework for assortment and pricing to solve channel conflicts

Author

Listed:
  • Götsch, Constantin
  • Rupprecht, Simon
  • Kuntner, Tobias
  • Anderl, Eva

Abstract

D2C offers the chance for traditional manufacturers to gain independence and reduce margin pressure by bypassing retailers. A differentiated assortment and pricing approach is a key lever for mitigating the resulting risk of channel conflicts. Our research helps manufacturers succeed in D2C by delivering a framework that provides actionable differentiation strategies within a four-phase maturity model.

Suggested Citation

  • Götsch, Constantin & Rupprecht, Simon & Kuntner, Tobias & Anderl, Eva, 2023. "How traditional manufacturers succeed in D2D: A strategic framework for assortment and pricing to solve channel conflicts," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 40(1), pages 70-77.
    • Handle: RePEc:zbw:hsgmrs:280450
    as

    Download full text from publisher

    File URL: https://www.econstor.eu/bitstream/10419/280450/1/MRSG_2023_1_70-77.pdf
    Download Restriction: no
    ---><---

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:zbw:hsgmrs:280450. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: ZBW - Leibniz Information Centre for Economics (email available below). General contact details of provider: https://imc.unisg.ch/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.