Expanding to the Internet: Pricing and Communications Strategies When Firms Compete on Multiple Channels
研究了互联网规模如何影响企业的定价和沟通策略，发现企业只在互联网覆盖有限时才有动力促进消费者搜索，随着用户增多，策略会与传统渠道趋同，并可通过多通道信息增强市场力量。
The author shows how firms' pricing and communications strategies may be affected by the size of the Internet: Firms have incentives to facilitate consumer search on the Internet, but only as long as the Internet's reach is limited. As the Internet is used by more consumers, firms' pricing and communications strategies on the Internet will mirror the strategies they pursue in a conventional channel. Firms can increase their market power by strategically using information on multiple channels to achieve finer consumer segmentation. The author suggests directions the Internet might take and derives managerial implications. The findings generalize to other channels that enable firms to segment consumers and inform them at low cost.