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| Tekijä: | Sayman, S. Hoch, S.J. Raju, J.S. |
| Otsikko: | Positioning of store brands |
| Lehti: | Marketing Science
2002 : FALL, VOL. 21:4, p. 378-397 |
| Asiasana: | Brands Competition Game theory Positioning Retailing |
| Kieli: | eng |
| Tiivistelmä: | The authors examine the retailer's store brand positioning problem. The game-theoretic model helps to identify a set of conditions under which the optimal strategy for the retailer is to position the store brand as close as possible to the stronger national brand. In three empirical studies, the authors examined whether market data are consistent with some of the implications of the model. |
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