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| Author: | Cohen, M.A. Cotterill, R.W. |
| Title: | Assessing the impact of retailer store brand presence on manufacturer brands in an equilibrium framework |
| Journal: | Journal of Industrial Economics
2011 : SEP, VOL 59:3, p.372-395 |
| Index terms: | retail industry brand names profitability milk industry prices USA |
| Language: | eng |
| Abstract: | This article analyzes the impact of retailer store brand products on manufacturer brand prices, profitability and consumer welfare in the white fluid milk market in Boston. Estimates obtained from a random coefficients logit demand model are used to outline and test a set of pricing games. Under the selected model, milk manufacturers are Stackelberg leaders to retailers, and retailers produce store brand milks at cost. The model is used to inspect counterfactual markets missing retailer store brand milks. Counterfactual simulation results imply that store brands increase both channel and retailer profits and also consumer welfare, while having mixed impacts on equilibrium retail prices. |
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