How retailers change ordering strategy when a supplier starts its own direct channel
Researchers from Erasmus University and KU Leuven published a new Journal of Marketing study that examines how retailers respond when suppliers establish direct channels to reach end-consumers and how suppliers can take steps to avoid a backlash.
The study, forthcoming in the Journal of Marketing, is titled “How Retailers Change Ordering Strategies When Suppliers Go Direct” and is authored by Michiel Van Crombrugge, Els Breugelmans, Femke Gryseels, and Kathleen Cleeren.
Recently, Sony began selling PlayStation products through its PlayStation Direct online store in the UK, ...












