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Can Online Retailers Escape the Law of One Price?

In: Handbook of Strategic e-Business Management

Author

Listed:
  • Francesco D. Sandulli

    (University Complutense of Madrid)

  • José Ignacio López-Sánchez

    (University Complutense of Madrid)

Abstract

Early academic research on electronic markets suggested that there are forces driving these markets towards the Bertrand equilibrium where firms set prices equal to unit cost. However, more recent empirical evidence shows that online retailers have been able to develop a number of strategies to escape the Law of one price. This chapter reviews the economic and marketing literature to analyze the strategies that may allow retailers to set prices above marginal costs in Internet markets. More specifically this chapter describes how online retailers use marketing, operations, distribution and communication strategies to avoid perfect competition equilibrium.

Suggested Citation

  • Francesco D. Sandulli & José Ignacio López-Sánchez, 2014. "Can Online Retailers Escape the Law of One Price?," Progress in IS, in: Francisco J. Martínez-López (ed.), Handbook of Strategic e-Business Management, edition 127, pages 187-207, Springer.
    • Handle: RePEc:spr:prochp:978-3-642-39747-9_8
    DOI: 10.1007/978-3-642-39747-9_8
    as

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