私有品牌與全國性品牌間之競爭與合作
Other Title
The Competition and Cooperation between
Private Labels and National Brands
Private Labels and National Brands
Date Issued
2005
Date
2005
Author(s)
DOI
932416H002010
Abstract
It has been well recognized that retailers have growing power rela-
tive to manufacturers.Along with this trend is the signi ficant growth
of private labels in many product categories.This paper attempts
to analyze the e fficiency role of private labels in new product devel-
opments from the perspectives of the whole channel.We consider a
model of one retailer and one manufacturer,where the retailer has
information advantage over the manufacturer about the final demand
of new products.Suppose innovative products require firms to spend
more R&D expenditures and to bear high risks.We derive the follow-
ing results:(i)When the willingness to pay of low-valuation consumers
is high enough,the manufacturer in a non-integrated channel tends
to develop a sure rather than a risky but innovative new product,
compared with the case in an integrated channel;(ii)When the man-
ufacturer currently has a branded product,the positioning of that
national brand relative to the new product will in fluence the e ffect of
the retailer ’s information advantage on the innovativeness of the new
product in a non-integrated channel.When the current national brand
targets at high-end market while the new product intended to target
at low-end market,the manufacturer tends not to introduce the new
product that would be developed in an integrated channel.(iii)When
the retailer initiates the new product development by making R&D
expenditures for her private label,and asks the manufacturer to sup-
ply it,then the retailer can increase the level of innovativeness for the
new product to the e fficiency level,thus increasing channel pro fits. (iv)When the retailer can ask the manufacturer to pay slotting al-
lowance for carrying its new product,in the absence of private labels,
the manufacturer tends to develop a sure but less innovative product.
Thus charging allowance fee does not help the success of innovative
new products.
Publisher
臺北市：國立臺灣大學工商管理學系
Type
report
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