Resumen de Whe manufacturers go retail

Kyle Cattani, Jayashankar Swaminathan, H. Sebastian Heese, Wendell Gilland

• A brief synopsis of "Boiling Frogs: Pricing Strategies for a Manufacturer Adding a Direct Channel That Competes With the Traditional Channel" (Production and Operations Management, forthcoming) by K. Cattani, H.S. Heese, W. Gilland and J. Swaminathan