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This paper studies a manufacturer’s product line and channel structure decisions when downstream channel(s) using holdback pricing strategy. Products have two quality levels: high quality and low quality, and the manufacturer has five product-channel strategies: (1) Duopoly channel with high quality products ( DH ); (2) Duopoly channel with low quality products ( DL ); (3) Duopoly channel with mixed quality products ( DM ); (4) Monopoly channel with high quality products ( MH ); (5) Monopoly channel with low quality products ( ML ). The product-channel is designed by making technology adoption and resource allocation decisions for the products. We characterize equilibrium quantity-pricing decisions of two channels and the optimal resource allocation decisions. We find that profit gap of different technology adoption strategies increases as market size raises. Product-channel strategy is influenced by the distribution of potential market demand to a large extent.

Product Line and Channel Structure Design with Responsive Pricing