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| Author: | Trivedi, M. |
| Title: | Distribution channels: An extension of exclusive retailership. |
| Journal: | Management Science
1998 : JUL, VOL.44:7, p. 896-909 |
| Index terms: | DISTRIBUTION CHANNELS MARKETING CHANNELS RETAILING COMPETITION PRICING GAME THEORY |
| Language: | eng |
| Abstract: | The underlying channel structure has consisted either of exclusive dealers that sell only one manufacturer's brand or of a single retailer selling multiple brands. This research analyzes three channel structures, the least constrained of which deals with two competing manufacturers and two retailers. Using differential products and a linear demand function, the authors introduce the concept of "store substitutability" - a measure corresponding to product substitubality representing competitiveness at the retail level - between the two retailers. |
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