کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
482056 | 1446196 | 2007 | 16 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
Shelf-space allocation of national and private brands
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کلمات کلیدی
موضوعات مرتبط
مهندسی و علوم پایه
مهندسی کامپیوتر
علوم کامپیوتر (عمومی)
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چکیده انگلیسی
We propose a game-theoretic model in which one national-brand manufacturer, acting as a leader, maximizes her own profit and one retailer, selling the national brand and her private label and acting as a follower, maximizes her category profit. We characterize the resulting Stackelberg equilibrium in terms of the amount of shelf space allocated to these brands as well as their prices. The results suggest that the allocation of the shelf space depends on the quality of the private label. In our framework, quality is measured by the baseline sales (or brand equity), the degree of brand substitution and the price positioning.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: European Journal of Operational Research - Volume 180, Issue 2, 16 July 2007, Pages 648–663
Journal: European Journal of Operational Research - Volume 180, Issue 2, 16 July 2007, Pages 648–663
نویسندگان
Nawel Amrouche, Georges Zaccour,