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標題: Private labels and new product development
作者: Chen, C.M.
Chou, S.Y.
Hsiao, L.
Wu, I.H.
關鍵字: Private label;New product development;Channel coordination;Product;line design;Demand uncertainty;channel;promotions;price
Project: Marketing Letters
期刊/報告no:: Marketing Letters, Volume 20, Issue 3, Page(s) 227-243.
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.
ISSN: 0923-0645
DOI: 10.1007/s11002-009-9075-4
Appears in Collections:期刊論文

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