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
wandong应助寒冷的妖妖采纳,获得10
刚刚
orixero应助Survive采纳,获得10
刚刚
刚刚
刚刚
lumiere发布了新的文献求助10
刚刚
刚刚
2秒前
专注的筝发布了新的文献求助10
2秒前
Fu完成签到,获得积分10
2秒前
脑洞疼应助乐观的海采纳,获得10
2秒前
英姑应助Flynn采纳,获得10
2秒前
2秒前
3秒前
mori发布了新的文献求助10
3秒前
紫色翡翠完成签到,获得积分10
3秒前
慢半拍完成签到,获得积分10
3秒前
ipomoea97完成签到,获得积分10
4秒前
GR完成签到,获得积分10
4秒前
JAMA发布了新的文献求助10
5秒前
慢半拍发布了新的文献求助10
5秒前
研友_VZG7GZ应助蜀黍采纳,获得10
6秒前
单薄枕头发布了新的文献求助10
6秒前
Akim应助mori采纳,获得10
7秒前
zho关闭了zho文献求助
7秒前
7秒前
爆米花应助111采纳,获得10
7秒前
8秒前
小田完成签到 ,获得积分10
8秒前
云云完成签到,获得积分10
8秒前
8秒前
9秒前
balelalala关注了科研通微信公众号
9秒前
儒雅烤鸡完成签到,获得积分10
9秒前
9秒前
SuHengpei发布了新的文献求助30
10秒前
36456657应助科研底层韭菜采纳,获得10
11秒前
刘钱美子完成签到,获得积分10
11秒前
情怀应助一叶之秋采纳,获得10
11秒前
12秒前
小young完成签到 ,获得积分10
13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
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 3194763
求助须知:如何正确求助?哪些是违规求助? 2843602
关于积分的说明 8045944
捐赠科研通 2508121
什么是DOI,文献DOI怎么找? 1340478
科研通“疑难数据库(出版商)”最低求助积分说明 638946
邀请新用户注册赠送积分活动 607878