The Competition Between National Brands and Store Brands: Models, Insights, Implications and Future Research Directions

ISBN-13: 9781601987129 / Angielski / Miękka / 2013 / 126 str.

Raj Sethuraman;Jagmohan Raju

Opis

The Competition between National Brands and Store Brands provides a comprehensive review of the literature on economic models of national brand - store brand competition and addresses three relevant questions: 1.What types of economic models have been used to analyze the competition between national brands and store brands? 2. What insights and implications have they generated? 3.What are some useful directions for future research by modelers of national brand - store brand competition? This monograph is an extension of earlier reviews on this topic with some important differences. The authors review 47 studies published between 1966 and 2011, and report over 160 results. More importantly however, the focus is exclusively on the analytical models that give rise to those results. First, The Competition between National Brands and Store Brands presents a framework that is conducive for classifying the extant literature on national brand - store brand competition. Second, the authors compile pertinent articles and available working papers, and classify them using this framework. Third, the volume traces the development of the analytical models starting from the simple model with one national brand manufacturer and one retailer, and progressing to models with multiple manufacturers and retailers. Finally, the authors discuss the insights obtained from them and provide future research directions.

Spis treści

• Introduction
• Framework for Classifying Research Studies
• Compilation and Classification of Research Studies
• Models with One Manufacturer and One Retailer
• Two or more national brands and one retailer
• Model with one manufacturer and two retailers
• Multiple Manufacturers and Multiple Retailers
• National Brand Decisions - Manufacturer
• National Brand Decisions - Retailer
• Store brand Decisions - Retailer
• Store brand Decisions - Manufacturer
• Future Research
• References.