Daun, Dr. Winfried

The past decade has seen the emergence of a particular sales and distribution model in which companies that manufacture products and sell them directly through proprietary distribution channels open these channels to third parties and often even to competitor products. One of the industries to pioneer this model has been financial services, where the approach is referred to as an “open architecture” offering. The author’s research investigates if and how customer reactions are affected when a company sells third-party products...