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
1分钟前
Tim完成签到 ,获得积分10
1分钟前
96完成签到 ,获得积分10
2分钟前
xiewuhua完成签到,获得积分10
2分钟前
Ren完成签到 ,获得积分10
3分钟前
完美世界应助芒果杀手采纳,获得10
3分钟前
3分钟前
芒果杀手发布了新的文献求助10
4分钟前
dormraider完成签到,获得积分10
4分钟前
楚越完成签到,获得积分20
4分钟前
楚越发布了新的文献求助10
4分钟前
爱静静应助科研通管家采纳,获得10
4分钟前
爱静静应助科研通管家采纳,获得10
4分钟前
星辰大海应助科研通管家采纳,获得10
4分钟前
hongxuezhi完成签到,获得积分10
5分钟前
zxq1996完成签到 ,获得积分10
6分钟前
爱静静应助科研通管家采纳,获得10
6分钟前
英俊的铭应助科研通管家采纳,获得10
6分钟前
爱静静应助科研通管家采纳,获得10
8分钟前
爱静静应助科研通管家采纳,获得10
8分钟前
丘比特应助科研通管家采纳,获得10
8分钟前
爱静静应助科研通管家采纳,获得10
8分钟前
laihuimin完成签到,获得积分10
9分钟前
爱静静应助科研通管家采纳,获得10
10分钟前
爱静静应助科研通管家采纳,获得10
10分钟前
10分钟前
飞飞飞fff完成签到 ,获得积分10
11分钟前
小小飞xxf完成签到 ,获得积分10
12分钟前
顾矜应助科研通管家采纳,获得10
12分钟前
kokoko应助科研通管家采纳,获得80
12分钟前
TT完成签到 ,获得积分10
13分钟前
WZQ完成签到,获得积分10
14分钟前
杳鸢应助王忠凯采纳,获得10
14分钟前
14分钟前
liubo发布了新的文献求助10
14分钟前
14分钟前
隐形问萍发布了新的文献求助10
15分钟前
中西西完成签到 ,获得积分10
16分钟前
starry完成签到 ,获得积分0
16分钟前
波酱完成签到,获得积分20
16分钟前
高分求助中
Spray / Wall-interaction Modelling by Dimensionless Data Analysis 2000
Mathematics and Finite Element Discretizations of Incompressible Navier—Stokes Flows 500
A new species of Coccus (Homoptera: Coccoidea) from Malawi 500
2-Acetyl-1-pyrroline: an important aroma component of cooked rice 500
A real-time energy management strategy based on fuzzy control and ECMS for PHEVs 400
Handbook on People's China (1957) 400
2024 Medicinal Chemistry Reviews 400
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 3190002
求助须知:如何正确求助?哪些是违规求助? 2839305
关于积分的说明 8023364
捐赠科研通 2502172
什么是DOI,文献DOI怎么找? 1336379
科研通“疑难数据库(出版商)”最低求助积分说明 637833
邀请新用户注册赠送积分活动 605932