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 language | English |
|---|---|
| Title of host publication | Proceedings of 2021 AMA Winter Academic Conference |
| Subtitle of host publication | The Human Side of Marketing in an Age of Digital Transformation |
| Editors | Alan Malter, Stacey Menzel Baker, Subin Im |
| Publisher | American Marketing Association |
| Pages | 314-316 |
| Number of pages | 3 |
| ISBN (Print) | 9780877570097 |
| Publication status | Published - Feb 2021 |
| Event | AMA Winter Academic Conference 2021 - Virtual, Chicago, United States Duration: 17 Feb 2021 → 19 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
| Name | Proceedings of AMA Winter Academic Conference |
|---|---|
| Volume | 32 |
Conference
| Conference | AMA Winter Academic Conference 2021 |
|---|---|
| Country/Territory | United States |
| City | Virtual, Chicago |
| Period | 17/02/21 → 19/02/21 |
| Internet address |