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| Tekijä: | Sudhir, K. |
| Otsikko: | Structural Analysis of Manufacturer Pricing in the Presence of a Strategic Retailer |
| Lehti: | Marketing Science
2001 : SUMMER, VOL. 20:3, p. 244-264 |
| Asiasana: | STRUCTURAL ANALYSIS MANUFACTURING INDUSTRY PRICING RETAILING |
| Kieli: | eng |
| Tiivistelmä: | The authors perform the authors' analysis in the yogurt and peanut butter categories for the two biggest stores in a local market. The authors found that the VSS implications of the logit fit the data better than the multiplicative model. The authors also find that for both categories, the best-fitting model is one in which (1) the retailer maximizes category profits, (2) the VSI is Manufacturer-Stackelberg, and (3) manufacturer pricing (HSI) is tacitly collusive. Note that in the stores and product categories that the authors analyze, the two manufacturers own the dominant brands with combined market shares of about 82% in the yogurt market and 65% in the peanut butter market. The result is also consistent with a balance of power argument in the literature. |
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