Retailers and brands (manufacturers) are trying to win over the omnichannel consumer in many ways. Pricing plays an important role here and both retailers and brands want to use that lever.

In a transparent digital world, retailers want to price competitively and brands want to protect their brand image, leading to conflict. There are a number of ways these conflicts can be averted with or dealt with - Minimum Advertised Price (MAP) programs and Resale price policies being the most preferred. 

This paper details a win-win solution discussing how retailers and brands can collaborate on a MAP policy.

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