The online group-buying market is characterized by intense competition between brokers, called platform firms, which function as intermediaries between merchants and consumers. In an environment of intense competition, merchant selection and pricing strategies are critical for platform firms. This paper employs business analytics to support strategy formulation for these firms by forecasting market demand and analyzing competitive environments. We apply the proposed decision framework, which relies on business analytics, to a study of the online group-buying market in Japan.
- Business analytics
- Online group buying
ASJC Scopus subject areas
- Management Science and Operations Research
- Decision Sciences(all)