Is it rational for a large-retailer to sell an own-brand product similar to the branded product of a large manufacturer? A Vertical Product Differentiation Model

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dc.contributor.authorde la Fuente, Iván Valdés
dc.contributor.authorElexpuru, Gonzalo Escobar
dc.date.accessioned2024-11-14T14:52:32Z
dc.date.available2024-11-14T14:52:32Z
dc.date.issued2022
dc.descriptionIndexación: Scopus.
dc.description.abstractA theoretical model was constructed to investigate the conditions that a large retailer must satisfy to increase the quality of the retailer-owned brands towards a greater number of groceries. The key result shows that the restraint given by a vertical integration scheme (producer-distributor) is relaxed for a higher quality-production cost ratio under the assumption of modelling with endogenous quality. Another finding is that the national brand´s production is not altered, which is explained by the fact that this brand is demanded by consumers with high willingness to pay for it. However, the wholesale price decreases and hence the manufacturer’s profit always falls as the quality of own brands rises. This is consistent with the argument that the retailer improves its negotiation capacity with the private manufacturer when it sells an own brand that is a close substitute for the manufacturer’s label, which always forces the wholesale price of the branded product down. © 2022, Universidad de los Andes, Facultad de Economia. All rights reserved.
dc.description.urihttps://revistas.uniandes.edu.co/index.php/dys/article/view/6788
dc.identifier.citationDesarrollo y Sociedad, Volume 2022, Issue 90, Pages 77 - 109, 2022
dc.identifier.doi10.13043/DYS.90.3
dc.identifier.issn0120-3584
dc.identifier.urihttps://repositorio.unab.cl/handle/ria/61984
dc.language.isoen
dc.publisherUniversidad de los Andes, Facultad de Economia
dc.rights.licenseAttribution-NonCommercial-ShareAlike 4.0 International CC BY-NC-SA 4.0 Deed
dc.rights.urihttps://creativecommons.org/licenses/by-nc-sa/4.0/
dc.subjectFirm strategy and market performance
dc.subjectIndustrial economics
dc.subjectMarket structure
dc.titleIs it rational for a large-retailer to sell an own-brand product similar to the branded product of a large manufacturer? A Vertical Product Differentiation Model
dc.title.alternative¿Es racional para una gran firma minorista vender un producto de marca propia, similar a uno etiquetado de un manufacturero dominante? Un modelo de diferenciación de producto vertical
dc.typeArtículo
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