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- Title
A Dashboard for Online Pricing.
- Authors
Baye, Michael R.; Gatti, J. Rupert J.; Kattuman, Paul; Morgan, John
- Abstract
The article discusses strategies for pricing products in the online marketplace. Although many theorists predicted that competition due to the Internet would force prices to level off to marginal cost, known as the law of one price, the experience of Internet retailers has shown that competitive advantages still exist. Strategies for online pricing require companies to consider the costs for clickthrough advertising, and to conduct pricing experiments to determine customer sensitivities to prices. Some pricing innovations discussed include pricing changes during a product's life cycle and temporary price cuts to gain competitive advantage. Several case studies are presented for companies whose prices are listed at the price comparison web site Kelkoo.
- Subjects
ONLINE shopping; INTERNET marketing; ELECTRONIC commerce; CLICK through rate; COST per click (Marketing); INTERNET strategy; PRICES; KELKOO.COM Ltd.
- Publication
California Management Review, 2007, Vol 50, Issue 1, p202
- ISSN
0008-1256
- Publication type
Article
- DOI
10.2307/41166424