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학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
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연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
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This study investigates competition between a manufacturer with a national brand and a retailer carrying both one national brand and one private label. The study focuseson the effects of pricing and investment strategy on market power of the manufacturer and the retailer. First, the article proposes a formal model to explain and predict pricing (behavior) for the product category, including an analytic solution for the optimal retail prices from the game theoretic perspective. The current study solves for the second-stage pricing equilibrium, given consumers' price-sensitive buying behavior in the first stage.
In the second section, this study analyzes the effects of investment in efficiency and quality on market power in the channel. Using comparative statics, the study examines how investment decisions influence competitive interactions between manufacturers and retailers in price setting.
The results show that if consumers prefer the national brand to the private label, it would be the best strategy for the national brand to act as a follower. The comparativestatics results suggest that cost change by investment in quality increases the reservation price for the private label, resulting in increased profit for and more power to the retailer, whereas quality change by using inferior inputs decreases the reservation price, canceling off cost change (effects), and the equilibrium would not change.
Managerial implications and directions for future research close the discussion. The retailer can benefit by introducing a quality-enhanced private label. Future research may extend the results of this study to a variety of contractual relationships, including an outsourcing case.
In the second section, this study analyzes the effects of investment in efficiency and quality on market power in the channel. Using comparative statics, the study examines how investment decisions influence competitive interactions between manufacturers and retailers in price setting.
The results show that if consumers prefer the national brand to the private label, it would be the best strategy for the national brand to act as a follower. The comparativestatics results suggest that cost change by investment in quality increases the reservation price for the private label, resulting in increased profit for and more power to the retailer, whereas quality change by using inferior inputs decreases the reservation price, canceling off cost change (effects), and the equilibrium would not change.
Managerial implications and directions for future research close the discussion. The retailer can benefit by introducing a quality-enhanced private label. Future research may extend the results of this study to a variety of contractual relationships, including an outsourcing case.
목차
Ⅰ. INTRODUCTION
Ⅱ. RETAILER’S CATEGORY MANAGEMENT
Ⅲ. OVERVIEW OF THE CHANNEL STRUCTURE IN THE STUDY
Ⅳ. MATHEMATICAL MODEL
Ⅴ. COMPARATIVE STATICS OF INVESTMENT DECISIONS : Efficiency (Price) or Quality
Ⅵ. SUMMARY AND CONCLUSIONS.
References
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UCI(KEPA) : I410-ECN-0101-2009-326-019043278