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The One-Party Versus Third-Party Question: How Brands Tackle The Challenges Of Selling Via Online Platforms

Researchers from University of Missouri and University of North Carolina—Chapel Hill published a new paper in the Journal of Marketing that examines the pricing and brand equity implications of brands selling their products on one-party versus third-party online platforms. The study is authored by Zhiling Bei and Katrijn Gielens. It is estimated

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