Research Article
Volume 09 Issue 2
The right pricing strategy for offline retailers when expanding into the online sales channel
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Abstract
Research summary
The primary aim of this paper is to develop a conceptual framework for the right pricing strategies for offline retailers when expanding in the online sales channel. Despite lots of research of price levels and price dispersion in the online channel, the fact that offline retailers do pursue a specific pricing strategy when they make the decision to expand in the online sales channel is widely neglected. This paper closes this research gap and provides recommendations that are dependent on the retailer´s current pricing strategy. Germany´s largest consumer electronics retailer Media Markt serves as an illustrative example in this realm.
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Published
16 May 2015
How to Cite
Kimpel, M. & Friedrich, C.. (2015). The right pricing strategy for offline retailers when expanding into the online sales channel. Journal of Business and Retail Management Research, Volume 09 Issue 2.
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APA
Kimpel, M. & Friedrich, C.. (2015). The right pricing strategy for offline retailers when expanding into the online sales channel. Journal of Business and Retail Management Research, Volume 09 Issue 2.
MLA
Kimpel, Marko, and Colette Friedrich. "The right pricing strategy for offline retailers when expanding into the online sales channel." Journal of Business and Retail Management Research, Volume 09 Issue 2, 2015.
Chicago
Marko Kimpel and Colette Friedrich. "The right pricing strategy for offline retailers when expanding into the online sales channel." Journal of Business and Retail Management Research Volume 09 Issue 2 (16 May 2015).
Harvard
Kimpel, M. & Friedrich, C. (2015) The right pricing strategy for offline retailers when expanding into the online sales channel. Journal of Business and Retail Management Research, Volume 09 Issue 2
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