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
万能图书馆应助小补给卡采纳,获得10
刚刚
1秒前
NONO完成签到 ,获得积分10
1秒前
慕青应助DLM采纳,获得10
2秒前
邱航完成签到,获得积分10
2秒前
3秒前
三三得九发布了新的文献求助10
4秒前
Wells发布了新的文献求助10
4秒前
pluto应助整齐茈采纳,获得10
4秒前
李健的小迷弟应助Liqy采纳,获得10
4秒前
可爱的函函应助钰LM采纳,获得10
4秒前
hjkl发布了新的文献求助10
5秒前
科目三应助无糖零脂采纳,获得10
6秒前
LLQ发布了新的文献求助10
6秒前
6秒前
7秒前
潇洒莞完成签到 ,获得积分10
8秒前
李爱国应助3366采纳,获得10
10秒前
今后应助miao采纳,获得10
10秒前
11秒前
北木南发布了新的文献求助10
11秒前
11秒前
laika发布了新的文献求助10
11秒前
漂亮幻莲完成签到,获得积分10
12秒前
研友_LjDgxZ完成签到,获得积分10
12秒前
13秒前
Bell发布了新的文献求助10
13秒前
hjkl完成签到,获得积分10
13秒前
8R60d8应助复仇的怒火采纳,获得10
14秒前
宝海青发布了新的文献求助10
14秒前
ll完成签到,获得积分10
14秒前
14秒前
酥小苏完成签到,获得积分20
15秒前
852应助科研通管家采纳,获得10
15秒前
virgil应助科研通管家采纳,获得10
15秒前
小二郎应助科研通管家采纳,获得10
15秒前
FashionBoy应助科研通管家采纳,获得10
15秒前
脑洞疼应助科研通管家采纳,获得30
15秒前
啊啊啊慧完成签到,获得积分10
15秒前
领导范儿应助科研通管家采纳,获得10
15秒前
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 3182927
求助须知:如何正确求助?哪些是违规求助? 2833134
关于积分的说明 7992653
捐赠科研通 2495258
什么是DOI,文献DOI怎么找? 1331430
科研通“疑难数据库(出版商)”最低求助积分说明 636286
邀请新用户注册赠送积分活动 603355