Who Benefits from Store Brand Entry?

Abstract

Store brand entry has become a key issue in marketing as it may structurally change the performance of and the interactions among all market players. Based on their multivariate time-series analysis, the authors demonstrate permanent performance effects of store brand entry, typically benefiting the retailer, the consumers, and premium-brand manufacturers, while harming second-tier brand manufacturers. For the , they consistently find two of store brand entry: . This increase in unit margins implies that the retailer strengthens its bargaining position vis-à-vis national brand manufacturers. However, store brand entry only rarely yields category expansion and does not create store traffic or revenue benefits. Second, do not obtain lower prices on all national brands, only on some second-tier brands. However, they benefit from enlarged product assortment and intensified promotional activity that lowers average price paid for two out of four categories. For the , store brand entry is typically beneficial for national brands, but not for national brands. Often, premium brands experience lower long-term price sensitivity and higher revenues, whereas second-tier brands experience higher long-term price sensitivity and lower revenues.structural change, manufacturers versus retailers, store brand entry, unit root tests, vector-autoregressive models, long-term price elasticity

A Larger Slice or a Larger Pie? An Empirical Investigation of Bargaining Power in the Distribution Channel

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The Effect of Product Assortment Changes on Customer Retention

“…Promotions such as coupons would be effective at boosting category-specific sales, and these promotions could be tailored to individuals in online environments (Zhang and Krishnamurthi 2004). In addition, further experimentation involving varying degrees of assortment could be used to map out sales response as a function of assortment levels, allowing managers to optimize store profits by adjusting category assortments more precisely (for related work, see Allenby et al 2004, Dubé 2004, Pauwels and Srinivasan 2004. 9 At the time of the experiment, there were two delivery cost options available to customers.…”

Empirical models of manufacturer-retailer interaction: A review and agenda for future research

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