When we think of colas, Coca-Cola first comes to mind. Products such as Cola-Cola, Tide laundry detergent, and Chapstick lip balm are the prototypical products in their respective categories. For more than three decades, research in consumer psychology has accumulated evidence on how...

Firms offer a variety of products to meet different customer needs. In many horizontally differentiated markets, prices are stable and firms make infrequent adjustment to their product lines. While prior research focuses on product line design, we investigate how firms should allocate their...

Manufacturers routinely rely on retailers to reach potential customers. Concurrently, they often offer low-price guarantees (LPGs) to customers who purchase through their direct channel. That is, should consumers find a lower price from distribution partners, manufacturers promise to match or...