Manufacturer's channel strategy with retailer's store brand

This paper examines the manufacturer's channel strategy as it considers introducing an online channel to sell its own national brand (NB) product, when the brick-and-mortar retailer sells both the NB and its own lower-quality store brand (SB) product. The manufacturer is motivated to introduce...

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Bibliographic Details
Published in:International journal of production research 2021-05, Vol.59 (10), p.3042-3061
Main Authors: Wang, Lisha, Chen, Jing, Song, Huaming
Format: Article
Language:English
Subjects:
channel strategy
endogenous quality
game theory
Operating costs
pricing
Sales
store brand
Strategy
Supply chain management
Transportation
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Summary:This paper examines the manufacturer's channel strategy as it considers introducing an online channel to sell its own national brand (NB) product, when the brick-and-mortar retailer sells both the NB and its own lower-quality store brand (SB) product. The manufacturer is motivated to introduce an online channel when the customers' 'hassle cost' of shopping online is relatively low and their transportation cost is relatively high. However, our results also demonstrate that when the online shopping hassle cost is high and the transportation cost is low, and even when there are very few sales in the online channel, the online-sales strategy can still contribute positively to the manufacturer's profit. The introduction of the online channel by the manufacturer may result in a win-win situation for the manufacturer and the retailer. As a corollary effect, when the retailer is able to determine the SB quality, it should position the SB at a lower quality level to avoid competition with the manufacturer's online channel.
ISSN:0020-7543
1366-588X
DOI:10.1080/00207543.2020.1745313