haku: @author Matutes, C. / yhteensä: 9
viite: 6 / 9
| Tekijä: | Gilbert, R. Matutes, C. |
| Otsikko: | Product line rivalry with brand differentiation |
| Lehti: | Journal of Industrial Economics
1993 : SEP, VOL. 41:3, p. 223-240 |
| Asiasana: | BRANDS PRODUCTS COMPETITION |
| Kieli: | eng |
| Tiivistelmä: | Competition with product rivalry is examined in a model where products are differentiated by both quality and brand name. With no commitment, firms produce a full product line. When firms can commit to restrict their product offerings, firms specialize if the degree of brand-specific differentiation is small, and they produce a full product line if brand-specific differentiation is large relative to intra-firm differentiation. Firms may crowd a product space when all competitors would be better off with specialization. Brand proliferation is a credible entry-deterring strategy if the degree of brand-specific differentiation is not too large. |
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