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題名：A Hybrid Channel Stackelberg Game under Transaction Cost Analysis
書刊名：International Journal of Information and Management Sciences
作者：Liao, Chin-nung／Kao, Hsing-pei
出版日期：2010
卷期：21:3
頁次：頁343-363
主題關鍵詞：Hybrid channel；Transaction cost；TC；Stackelberg game；Retailing management
原始連結：連回原系統網址new window
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Abstract Traditionally, firms use intermediaries to reach final customers. Recently more firms have chosen to rely exclusively on direct channels, bypassing intermediaries to indirect channel from, for example, Internet retailers. In this paper, we propose a hybrid channel under transaction cost analysis (TCA) to extend the previous work by Chen, et al. to assess a hybrid channel environments. Game theory is used to compare a non-cooperative equilibrium of a differential game (Manufacturer-leader and Retailer-leader games) played under Stackelberg leadership strategies. Our analysis also reveals interaction effects between hybrid channel (manufacturer) and direct channel (retailer) channel performance levels. The implications of these findings and directions for future research are discussed.
期刊論文
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