Presentations

Managing Brands in an Online World Using Minimum Advertised Price (MAP) Policies

Ayelet Israeli, Harvard University

With omnichannel retailing and intense online distribution, it is increasingly difficult for manufacturers to control their brands and products. Online distributor and retailer activities are highly visible; yet retailers may alter prices often or sell the same product on many different websites, behaviors that hinder manufacturers’ ability to monitor retailers’ actions, detect violations, and enforce their policies. Ayelet Israeli will demonstrate how minimum advertised price (MAP) policies enable manufacturers to effectively monitor and enforce their policies to protect their brands online.

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