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| Content Provider | Springer Nature Link |
|---|---|
| Author | Chen, Chyi Mei Chou, Shan Yu Hsiao, Lu Wu, I Huei |
| Copyright Year | 2009 |
| Abstract | This paper provides a positive theory of private labels in new product development when a non-integrated distribution channel is faced with demand uncertainty. We consider a regular marketing environment in which a manufacturer endowed with a branded product seeks to design a new product to resolve its retailer’s mis-targeting problem and to optimally screen consumers. Assuming that only linear pricing schemes are available and that the retailer learns the state of demand earlier than the manufacturer does, we show that the presence of a private label always improves channel efficiency. Moreover, a private label is more likely to prevail when the existing branded product is a premium item. |
| Starting Page | 227 |
| Ending Page | 243 |
| Page Count | 17 |
| File Format | |
| ISSN | 09230645 |
| Journal | Marketing Letters |
| Volume Number | 20 |
| Issue Number | 3 |
| e-ISSN | 1573059X |
| Language | English |
| Publisher | Springer US |
| Publisher Date | 2009-05-06 |
| Publisher Place | Boston |
| Access Restriction | One Nation One Subscription (ONOS) |
| Subject Keyword | Private label New product development Channel coordination Product line design Demand uncertainty Marketing |
| Content Type | Text |
| Resource Type | Article |
| Subject | Business and International Management Economics and Econometrics Marketing |
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