Enabled by the proliferation of new marketing channels, customers can utilize and compare
marketing mix–related information across channels in a direct manner, which entails a more …

The increasing popularity of live streaming selling on e-commerce platforms, along with the
expanding number of influencers. There are currently two primary categories of influencers …

In this paper, we study whether a hotel should cooperate with an independent online travel
agency (OTA) to sell rooms, and, if yes, using what business model—the Merchant model or …

Purpose As manufacturers and retailers aim to increase return on marketing investments,
value-vs experience-related trade promotions gain attention. These two trade promotions …

When planning for online promotion festivals, retailers must consider both pricing and timing
decisions to determine an appropriate promotion strategy. In this article, we first consider …

Purpose This paper aims to study the joint decision making of advance selling and service
cancelation for service provides with limited capacity when consumers are overconfident …

In this study, we investigate a hotel's sales channel choice when incorporating the impact of
online reviews posted on the platform of the online travel agency (OTA) with which the hotel …

<? show [AQ ID= GQ2 POS=-20pt]?><? show [AQ ID= GQ5 POS= 12pt]?> Live streaming
has significantly transformed the landscape of both offline and online retail operations. This …

While it is well established that travel costs impact on customer preference toward local
service providers, research about how this situation affects competitive marketing strategies …

Services such as delivery, warranty, and product returns that are bundled with various
tangible products play a critical role in their market performance. As manufacturers strive to …