کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1018386 940343 2012 8 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Implementing online store for national brand competing against private label
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
پیش نمایش صفحه اول مقاله
Implementing online store for national brand competing against private label
چکیده انگلیسی

We propose a game-theoretic model in three contexts. First, only the national brand (NB) is offered through a traditional retailer. Second, the private label (PL) is introduced by the traditional retailer. Finally, the NB's manufacturer opens an online store. We reassess the benefit of introducing the PL and investigate the profitability of implementing an online store. We found that the retailer is not always enjoying the PL's introduction. Also, the manufacturer could benefit from that strategy. The quality differential between the NB and the PL, the PL's potential and the cross-price competitions are all important factors to determine the result of PL's introduction. Hence, the manufacturer opens the online store either to counter the threat of such strategy or to expand his market.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 65, Issue 3, March 2012, Pages 325–332
نویسندگان
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