Managing Product Assortment Differentiation across Online and Offline Marketing Channels (Extended Abstract)

Meng Wang*, Flora F. Gu, Danny T Wang

*Corresponding author for this work

Research output: Chapter in book/report/conference proceedingConference contributionpeer-review

Abstract

This study focuses on the research question about how manufacturers can effectively manage product assortment across online and offline channels and how the brand manager can assess the optimal level of distinctiveness between online and offline channels on product assortment that can best drive firms’ sales performance.
Original languageEnglish
Title of host publicationProceedings of 2021 AMA Winter Academic Conference
Subtitle of host publicationThe Human Side of Marketing in an Age of Digital Transformation
EditorsAlan Malter, Stacey Menzel Baker, Subin Im
PublisherAmerican Marketing Association
Pages314-316
Number of pages3
ISBN (Print)9780877570097
Publication statusPublished - Feb 2021
EventAMA Winter Academic Conference 2021 - Virtual, Chicago, United States
Duration: 17 Feb 202119 Feb 2021
https://www.ama.org/events/conference/2021-ama-winter-academic-conference/
https://www.ama.org/wp-content/uploads/2021/02/2.12-detailed_programme.pdf

Publication series

NameProceedings of AMA Winter Academic Conference
Volume32

Conference

ConferenceAMA Winter Academic Conference 2021
Country/TerritoryUnited States
CityVirtual, Chicago
Period17/02/2119/02/21
Internet address

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