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
在水一方应助西柚采纳,获得10
刚刚
xyao应助神勇的铁身采纳,获得10
1秒前
兮兮完成签到,获得积分10
1秒前
乐乐应助知命的火采纳,获得10
1秒前
1秒前
1秒前
1秒前
2秒前
2秒前
小瓶子应助水悟子采纳,获得20
2秒前
2秒前
3秒前
3秒前
收声发布了新的文献求助10
3秒前
ddsyg126完成签到,获得积分10
3秒前
Owen应助张祖伦采纳,获得10
3秒前
3秒前
4秒前
黎黎发布了新的文献求助10
4秒前
黎羽发布了新的文献求助10
5秒前
shania发布了新的文献求助10
5秒前
zheweitang发布了新的文献求助10
5秒前
5秒前
缓慢钢笔发布了新的文献求助10
5秒前
游珊珊发布了新的文献求助10
6秒前
黑皮柚子完成签到,获得积分10
6秒前
JamesPei应助帅男采纳,获得10
6秒前
24K纯帅完成签到,获得积分10
6秒前
调皮汽车发布了新的文献求助10
7秒前
小心翼翼完成签到,获得积分10
7秒前
科研通AI2S应助淡定树叶采纳,获得10
7秒前
7秒前
7秒前
Oxygen发布了新的文献求助10
8秒前
8秒前
yueyangyin发布了新的文献求助10
8秒前
9秒前
陶醉的鱼发布了新的文献求助10
9秒前
9秒前
元谷雪发布了新的文献求助30
9秒前
高分求助中
Spray / Wall-interaction Modelling by Dimensionless Data Analysis 2000
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
Geochemistry, 2nd Edition 地球化学经典教科书第二版 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 3197367
求助须知:如何正确求助?哪些是违规求助? 2846172
关于积分的说明 8058108
捐赠科研通 2511006
什么是DOI,文献DOI怎么找? 1343035
科研通“疑难数据库(出版商)”最低求助积分说明 639473
邀请新用户注册赠送积分活动 608977