The scalability of a marketplace depends on the operations of the marketplace platform as well as its sellers' cost structures and capacities. When fixed costs of entry are high, sellers with small capacities may be deterred from entering the market because of their inability to leverage...

Live streaming has significantly altered the landscape for both offline and online retail operations. This paper examines whether and when a firm with a specific product should introduce a live streaming channel, and if so, with what type of live streaming (the third-party, self-run, or both)....