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The impact of digital channel distribution on the experience goods industry
Authors:Moutaz Khouja  Yulan Wang
Institution:Belk College of Business, University of North Carolina at Charlotte, Charlotte, NC 28213, United States; Institute of Textiles and Clothing, Hong Kong Polytechnic University, Kowloon, Hong Kong
Abstract:We explore the impact of a digital channel for experience goods on the profitability and behavior of players in the supply chain and on piracy. We consider a firm which can sell an experience good in physical form, in digitized form, or both. We analyze different pricing schemes – price for whole album on the retail channel and linear and nonlinear pricing for songs on the digital channel. Consumers are divided into a retail-captive segment whose consumers are limited to the retail channel and a hybrid segment whose consumers have access to both retail and digital channels.
Keywords:Marketing  E-commerce  Channel selection  Pricing
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