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Impacto de la integración de Internet en las estrategias de precio de detallistas consolidados: un análisis para productos de experiencia

Author

Listed:
  • Antoni Meseguer Artola
  • Inma Rodríguez Ardura

Abstract

En este documento de trabajo se estudia la interacción con los consumidores por parte de los detallistas consolidados en los entornos convencionales, en el contexto de la comercialización electrónica de productos de experiencia. Los resultados obtenidos a través del desarrollo de un modelo dinámico de Teoría de Juegos permiten señalar que la mejor estrategia para los detallistas multicanal consolidados conlleva el aprovechamiento de la ventaja de la conveniencia, y que los consumidores leales tienden a repetir sus compras en línea. Ello lleva a concluir que a los detallistas consolidados se les presentan oportunidades para incrementar sus precios una vez integran Internet en su estructura de distribución.

Suggested Citation

  • Antoni Meseguer Artola & Inma Rodríguez Ardura, 2011. "Impacto de la integración de Internet en las estrategias de precio de detallistas consolidados: un análisis para productos de experiencia," DOCFRADIS Working Papers 1108, Catedra Fundación Ramón Areces de Distribución Comercial.
    • Handle: RePEc:ovr:docfra:1108
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    More about this item

    Keywords

    distribución multicanal; Internet; Teoría de Juegos; estrategia de precios; productos de experiencia.;
    All these keywords.

    JEL classification:

    • L11 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Production, Pricing, and Market Structure; Size Distribution of Firms
    • D43 - Microeconomics - - Market Structure, Pricing, and Design - - - Oligopoly and Other Forms of Market Imperfection

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