Adding Bricks to Clicks: Predicting the Patterns of Cross-Channel Elasticities over Time

Published: Jul 18, 2011
Abstract
In this paper, we propose a conceptual framework to explain whether and when the introduction of a new retail store channel helps and hurts sales in existing direct channels. A conceptual framework separates short- and long-run effects by analyzing the capabilities of a channel that help consumers accomplish their shopping goals. To test the theory, we analyze a unique data set from a high-end retailer using matching methods. We study the...
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Paper Details
Title
Adding Bricks to Clicks: Predicting the Patterns of Cross-Channel Elasticities over Time
Published Date
Jul 18, 2011
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