ABSTRACT
Most of the top retail companies today operate both conventional retail stores and an online shop. Researchers as well as managers consider the issue how to price products across these two channels as one of the key challenges for multi-channel retailers. Based on an extensive literature review we synthesize evidence concerning the question whether to charge identical prices across the channels or to differentiate prices between the channels. We then provide a structured overview of concrete avenues for future research in order to improve the basis for pricing decisions that managers of multi-channel companies face.
Keywords
Cross-Channel Pricing, Price Differentiation, Online Retailing, Multi-Channel Pricing