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
lyj完成签到,获得积分10
1秒前
白日梦想家完成签到,获得积分10
1秒前
风清扬完成签到,获得积分10
1秒前
dd完成签到,获得积分10
1秒前
大鹅完成签到,获得积分10
2秒前
hql_sdu完成签到,获得积分10
2秒前
porcelain完成签到,获得积分10
3秒前
3秒前
努力哥完成签到,获得积分10
3秒前
Timberlake完成签到,获得积分10
3秒前
真正的强者完成签到,获得积分10
4秒前
LCC完成签到 ,获得积分10
5秒前
科研通AI2S应助Lawgh采纳,获得10
5秒前
ll完成签到,获得积分10
6秒前
6秒前
Billy应助斯文谷秋采纳,获得10
6秒前
不配.应助万一采纳,获得10
7秒前
8秒前
9秒前
泡沫完成签到,获得积分10
10秒前
元世立完成签到,获得积分20
11秒前
1234发布了新的文献求助10
11秒前
李欣华完成签到,获得积分10
13秒前
yu_jy发布了新的文献求助10
14秒前
豆壳儿发布了新的文献求助10
15秒前
15秒前
FashionBoy应助tomorrow采纳,获得10
15秒前
1234完成签到,获得积分10
15秒前
16秒前
CY发布了新的文献求助10
16秒前
pdx666完成签到,获得积分10
17秒前
111发布了新的文献求助10
18秒前
球球发布了新的文献求助10
19秒前
zgsjymysmyy完成签到 ,获得积分10
19秒前
伶俐雪曼完成签到 ,获得积分10
21秒前
小马甲应助优秀面包采纳,获得10
23秒前
也好完成签到,获得积分10
24秒前
24秒前
25秒前
球球完成签到,获得积分20
25秒前
高分求助中
Spray / Wall-interaction Modelling by Dimensionless Data Analysis 2000
ALA生合成不全マウスでの糖代謝異常の分子機構解析 520
Aspects of Babylonian celestial divination: the lunar eclipse tablets of Enūma Anu Enlil 500
Mathematics and Finite Element Discretizations of Incompressible Navier—Stokes Flows 500
2024 Medicinal Chemistry Reviews 400
Dictionary of socialism 350
Mixed-anion Compounds 300
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 3197970
求助须知:如何正确求助?哪些是违规求助? 2846841
关于积分的说明 8061089
捐赠科研通 2511751
什么是DOI,文献DOI怎么找? 1343693
科研通“疑难数据库(出版商)”最低求助积分说明 639600
邀请新用户注册赠送积分活动 609229