https://scholars.lib.ntu.edu.tw/handle/123456789/99034
標題: | 私有品牌與全國性品牌間之競爭與合作 | 其他標題: | The Competition and Cooperation between Private Labels and National Brands | 作者: | 周善瑜 | 公開日期: | 2005 | 出版社: | 臺北市:國立臺灣大學工商管理學系 | 摘要: | 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. |
URI: | http://ntur.lib.ntu.edu.tw//handle/246246/3092 | 其他識別: | 932416H002010 | Rights: | 國立臺灣大學工商管理學系 |
顯示於: | 工商管理學系 |
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