haku: @author Putsis, W. P. Jr. / yhteensä: 3
viite: 1 / 3
« edellinen | seuraava »
| Tekijä: | Cotterill, R. W. Putsis, W. P. Jr. |
| Otsikko: | Do models of vertical strategic interaction for national and store brands meet the market test? |
| Lehti: | Journal of Retailing
2001 : SPRING, VOL. 77:1, p. 83-109 |
| Asiasana: | MARKETING MARKETING MODELS BRANDS |
| Kieli: | eng |
| Tiivistelmä: | This article develops a methodology for empirically examining some of the central assumptions commonly used in the theoretical literature on vertical strategic interaction. This methodology is used to test these assumptions by using data for six individual categories across 59 local markets in 1991 and 1992, focusing on the vertical and horizontal interaction between private label and national brands. There are three central findings. First the vertical strategic interaction observed for national brands varies considerably across categories (a single form of interaction, "Vertical Nash," tends to be more common for private label brands). Second, the authors generally reject the use of proportional mark-up behavior by retailers Third, the authors reject linear demands in a favor of a more flexible nonlinear form. |
« edellinen | seuraava »
SCIMA