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| Tekijä: | Kuiper, W.E. Meulenberg, M.T.G. |
| Otsikko: | Price leadership within a marketing channel: A cointegration study |
| Lehti: | International Journal of Research in Marketing
2004 : JUN, VOL. 21:2, p. 137-158 |
| Asiasana: | Marketing channels Prices Products Case studies Time series Models |
| Kieli: | eng |
| Tiivistelmä: | Building on a multiple-product channel structure, this paper develops a model to test channel price leadership on the basis of time series observations on retail and wholesale (hereafter as: r-and-w.) prices and using absence of double marginalization as a criterion for channel price leadership. The model studies strategic pricing decisions in a two-stage (suppliersretailers) channel, dealing with several products. Possible long-run relationships btw. r-and-w. prices are investigated in relation to three cases. Case 1: suppliers have sufficient power vis-à-vis retailers to enforce double marginalisation, Case 2: retailers do not allow suppliers to enforce double marginalisation, and Case 3: one retailer not only keeps its suppliers from double marginalization, but is also the horizontal price leader vis-à-vis competing retailers. |
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