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Who is better for single and double coupon promotion? Comparison from dual‐channel and two‐period

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  • Yingdong Tian
  • Wensheng Yang
  • Kun Wen
  • Dawei Zhang

Abstract

This paper examines the e‐commerce platform decides whether to distribute electronic coupons during the promotional period: Single coupon (SC) and double coupon (DC) are available. We analyze the difference in promotional strengths and profit levels between the two coupon scenarios. With the retailer in the SC scenario promoting more when the platform commission rate is increased. In the DC scenario, the larger the gains of the manufacturer and the platform during the promotional period, and the profit trends of the dual‐channel in the original price period remain the same. The platform can only enjoy significant benefits when the platform fee is higher.

Suggested Citation

  • Yingdong Tian & Wensheng Yang & Kun Wen & Dawei Zhang, 2023. "Who is better for single and double coupon promotion? Comparison from dual‐channel and two‐period," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 44(4), pages 2079-2093, June.
    • Handle: RePEc:wly:mgtdec:v:44:y:2023:i:4:p:2079-2093
    DOI: 10.1002/mde.3802
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    References listed on IDEAS

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