Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/12528
Title: Pricing policies under direct vs. indirect channel competition and national vs. store brand competition
Authors: Kurata, H
Yao, DQ
Liu, JJ
Keywords: Brand management
Channel competition
Comparative statics
Pricing
Supply chain management
Issue Date: 2007
Publisher: Elsevier
Source: European journal of operational research, 2007, v. 180, no. 1, p. 262-281 How to cite?
Journal: European journal of operational research 
Abstract: This paper analyzes channel pricing in multiple distribution channels under competition between a national brand (NB) and a store brand (SB), where an NB can be distributed both through a direct channel (e-channel) and an indirect channel (local stores) but an SB can be distributed only through an indirect channel. We first explore cross-brand and cross-channel pricing policies. Formulating the problem as a Nash pricing game, we reach two findings: (1) brand loyalty building is profitable for both an NB and an SB; and (2) marketing decisions are more restrictive for an NB channel than they are for the SB channel. We next assess supply chain coordination and reach two findings: (1) wholesale price change does not coordinate the supply chain and (2) an appropriate combination of markup and markdown prices can achieve both supply chain coordination and a win-win outcome for each channel.
URI: http://hdl.handle.net/10397/12528
ISSN: 0377-2217
EISSN: 1872-6860
DOI: 10.1016/j.ejor.2006.04.002
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