Since the advent of the Internet, firms have enjoyed unprecedented flexibility to reveal information to competitors, customers, and suppliers. In this new technological environment, firms can implement transparency strategies by using information strategically to compete. In the online travel sector, for example, the business strategy of meta-search travel agents like Kayak is to provide a comprehensive view of products and prices to travelers. Other companies, like Priceline, use opaque mechanisms to conceal product features until after purchase. This article offers foundations and guidelines for sound transparency strategies that are the result of over six years of field observations and empirical research.

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Author(s): Nelson Granados PhD
Original Source: Graziadio Business Report