亲爱的研友该休息了!由于当前在线用户较少,发布求助请尽量完整的填写文献信息,科研通机器人24小时在线,伴您度过漫漫科研夜!身体可是革命的本钱,早点休息,好梦!

Contingent channel strategies for combating brand spillover in a co-opetitive supply chain

溢出效应 业务 频道(广播) 供应链 激励 营销 品牌延伸 直销 广告 产业组织 品牌知名度 微观经济学 经济 电信 计算机科学
作者
Huamin Wu,Guo Li,Hong Zheng,Xuefeng Zhang
出处
期刊:Transportation Research Part E-logistics and Transportation Review [Elsevier]
卷期号:164: 102830-102830 被引量:22
标识
DOI:10.1016/j.tre.2022.102830
摘要

Brand spillover, which arises frequently and increasingly, becomes a serious concern for well-known (strong) brand manufacturers, as some giant retailers may develop and sell their private (weak) brand products by sourcing from the same contract manufacturers as the strong brand manufacturers and disclosing such a relationship. To cope with such brand spillover, strong brand manufacturers may adopt contingent channel selling strategies. In this study, we investigate a co-opetitive supply chain wherein a weak brand retailer (she) ex-ante decides whether to implement the brand spillover strategy, whereas a strong brand manufacturer (he) determines channel selling strategies for his own-branded products. We specifically consider three channel formats for the strong brand manufacturer, namely, Scenarios R (i.e., the manufacturer sells his own-branded products only via the reselling channel), D (i.e., the manufacturer opts to establish the direct-selling channel and sells his own-branded products via dual channels), and S (i.e., the manufacturer sells his own-branded products only via the direct-selling channel), to explore the strategic interactions between the two firms. We find that regardless of whether the retailer implements the brand spillover strategy or not, any channel format (Scenario R, D, or S) could be dominant for the manufacturer, hinging on certain conditions. Moreover, we uncover that, compared with non-brand spillover, brand spillover can enhance the manufacturer’s incentive to construct the direct-selling channel. Counterintuitively, we demonstrate that employing brand spillover strategy does not necessarily benefit the retailer when the direct-selling cost is moderate and the brand spillover level is weak; otherwise, the retailer will opt to do so.
最长约 10秒,即可获得该文献文件

科研通智能强力驱动
Strongly Powered by AbleSci AI
更新
大幅提高文件上传限制,最高150M (2024-4-1)

科研通是完全免费的文献互助平台,具备全网最快的应助速度,最高的求助完成率。 对每一个文献求助,科研通都将尽心尽力,给求助人一个满意的交代。
实时播报
斯文的凝珍完成签到,获得积分10
5秒前
酷波er应助zzx采纳,获得10
9秒前
科研通AI2S应助科研通管家采纳,获得10
15秒前
20秒前
CHINA_C13发布了新的文献求助30
26秒前
充电宝应助xulin采纳,获得10
29秒前
Benjamin完成签到 ,获得积分10
32秒前
Da完成签到,获得积分10
34秒前
随机子应助CHINA_C13采纳,获得30
35秒前
39秒前
xulin完成签到,获得积分10
39秒前
39秒前
李爱国应助颜哈哈采纳,获得30
40秒前
struggling2026完成签到 ,获得积分10
41秒前
YSY完成签到,获得积分10
46秒前
50秒前
58秒前
我像风一样自由完成签到 ,获得积分10
59秒前
shit完成签到 ,获得积分10
1分钟前
1分钟前
hhan完成签到,获得积分10
1分钟前
buzhinianjiu完成签到 ,获得积分10
1分钟前
hhan发布了新的文献求助10
1分钟前
1分钟前
DYYYYYY发布了新的文献求助10
1分钟前
1分钟前
1分钟前
香蕉觅云应助DYYYYYY采纳,获得10
1分钟前
颜哈哈发布了新的文献求助30
1分钟前
第二十篇完成签到,获得积分10
1分钟前
xiubo128完成签到,获得积分10
1分钟前
激情的晓凡完成签到,获得积分10
1分钟前
颜哈哈完成签到,获得积分10
1分钟前
xiubo128完成签到,获得积分10
1分钟前
LIGNET完成签到,获得积分10
1分钟前
1分钟前
科研通AI2S应助曾经易真采纳,获得10
1分钟前
1347365881应助jiang采纳,获得10
1分钟前
1分钟前
1分钟前
高分求助中
Evolution 3rd edition 1500
保险藏宝图 1000
Lire en communiste 1000
Mantiden: Faszinierende Lauerjäger Faszinierende Lauerjäger 700
PraxisRatgeber: Mantiden: Faszinierende Lauerjäger 700
Mathematics and Finite Element Discretizations of Incompressible Navier—Stokes Flows 500
A new species of Coccus (Homoptera: Coccoidea) from Malawi 500
热门求助领域 (近24小时)
化学 医学 生物 材料科学 工程类 有机化学 生物化学 物理 内科学 纳米技术 计算机科学 化学工程 复合材料 基因 遗传学 催化作用 物理化学 免疫学 量子力学 细胞生物学
热门帖子
关注 科研通微信公众号,转发送积分 3183637
求助须知:如何正确求助?哪些是违规求助? 2833619
关于积分的说明 7995220
捐赠科研通 2495932
什么是DOI,文献DOI怎么找? 1331799
科研通“疑难数据库(出版商)”最低求助积分说明 636425
邀请新用户注册赠送积分活动 603582