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| Strategy Selection and Mode Evolution of Retailer for Embedding Retailing Technologies |
| HU Fengying，ZHOU Zhenglong2 |
| 1.Hubei University, Wuhan, China; 2. Central China Normal University, Wuhan, China |
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Abstract We construct a theoretical model to study the strategic mode choice of the retailer for embedding retailing technologies, and discuss the impact of the retailer’s embedded strategy and different power structures on decision outcomes. The results show that the leader in the supply chain has an advantage in obtaining the marginal profit, thus the retailer should entrust the technology provider to develop professional technologies and become the channel leader. After comparing the different modes, the embedded strategy that the retailer entrusts the technology provider to develop the technologies and the technology provider gives the technology marketing support is optimal. When compared the commissioned development mode with the independent development mode, the retailer should prefer the independent development mode and choose to develop the technologies which more interact with customers.
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Received: 17 April 2020
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