search query: @author Lariviere, M. A. / total: 4
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| Author: | Lariviere, M. A. Padmanabhan, V. |
| Title: | Slotting Allowances and New Product Introductions |
| Journal: | Marketing Science
1996 : Vol. 16:2, p. 112-128 |
| Index terms: | SALES PROMOTION NEW PRODUCTS MANUFACTURING INDUSTRY RETAILING |
| Language: | eng |
| Abstract: | Slotting allowances - lump sum transfers from manufacturers to retailers for carrying new products - have become an important part of promotional agreements over the past decade. Hardly known before the mid-1980s, they now represent a significant cost to launching a new entry in a wide range of product categories. Despite being commonplace, slotting allowances have remained extremely controversial both with manufacturers and retailers. The controversy, in part, follows from a poor understanding of the role that slotting allowances actually play in new product introductions. We attempt to clarify the purpose slotting allowances serve by relating the payment of a slotting allowance to the retailer's cost structure and informational asymmetries within a channel. |
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