Quality and Private Label Encroachment Strategy

主题：Quality and Private Label Encroachment Strategy
主要内容：We consider a supply chain consisting of an incumbent national brand manufacturer and a retailer, who wishes to determine the private label encroachment strategy. By investigating the cost–quality trade-off between lower- and higher-quality private labels, we characterize the retailer’s optimal encroachment decisions. Intuitively, the retailer would choose to introduce a lower-quality private label when the quality of the national brand is high. However, we find that a higher-quality private label may better benefit the retailer under certain conditions. Moreover, we establish that introducing a higher-quality private label can improve both channel profit and consumer welfare. Using the results we derive, we explain the market practices and provide useful guidelines for retailers’ private label encroachment decisions.
专家姓名：李雪
工作单位：北京外国语大学
专长和学术成就：论文发表在POM，IJPR等国际权威期刊。 研究方向：供应链管理、行为运营管理、运营与市场营销交叉、运营与信息系统交叉等。
专家简介：李雪，北京外国语大学 国际商学院 论文发表在POM，IJPR等国际权威期刊。 研究方向：供应链管理、行为运营管理、运营与市场营销交叉、运营与信息系统交叉等。获得北京市优秀毕业生等奖励。
时间：2021-12-06 18:00:00
地点：经管205