Publication: ECO: Entega’s profitable new customer acquisition on online price comparison sites
ECO: Entega’s profitable new customer acquisition on online price comparison sites
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Natter, M., Ozimec, A.-M., & Kim, J.-Y. (2015). ECO: Entega’s profitable new customer acquisition on online price comparison sites. Marketing Science, 34(6), 789–803. https://doi.org/10.1287/mksc.2015.0943
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Market liberalization of the German household electricity market has led to an excessive number of competitors (1,150 electricity providers) and volatile price dynamics on price comparison sites. To date, providers that are struggling to achieve a top ranking on price comparison sites do not appear to implement a consistent or elaborate strategy for attracting customers. We developed a pricing tool, E lectricity C ontract O ptimization (ECO), that addresses this highly competitive market situation by integrating various available data
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- Ozimec, Ana-Marija
- Kim, Ju-Young
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Citations
Natter, M., Ozimec, A.-M., & Kim, J.-Y. (2015). ECO: Entega’s profitable new customer acquisition on online price comparison sites. Marketing Science, 34(6), 789–803. https://doi.org/10.1287/mksc.2015.0943