CORDIS Project
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This project investigates strategies for manufacturers to manage dual sales channels, balancing direct-to-consumer sales with traditional retail. It aims to enhance supply chain efficiency by aligning incentives between manufacturers and retailers through effective contracting mechanisms and operational insights.
Recent developments in the Internet have enabled manufacturers to open web-based stores and sell directly to consumers.
Such a direct sales channel allows the manufacturer to access more consumers and may also enable cost savings.
On the other hand, most manufacturers also continue selling through the traditional retail stores (the retail channel).
By opening a direct channel, a manufacturer becomes both a supplier and a competitor to its retailers, which creates an interesting strategic interac…
SABANCI UNIVERSITESI
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