Pricing of national brands versus store brands: market power components, findings and research opportunities

Name: Pricing of national brands versus store brands: market power components, findings and research opportunities
Author: Pauwels, Koen Hendrik, Srinivasan, S.

İsim	Pricing of national brands versus store brands: market power components, findings and research opportunities
Yazar	Pauwels, Koen Hendrik, Srinivasan, S.
Basım Tarihi:	2009
Basım Yeri	- Edward Elgar Publishing
Tür	Kitap
Dil	İngilizce
Dijital	Evet
Yazma	Hayır
Kütüphane:	Özyeğin Üniversitesi
Demirbaş Numarası	978-184720240-6, 978-1-84720-240-6
Kayıt Numarası	4894232d-31fa-4a0f-9a89-da3d544cad20
Lokasyon	Business Administration
Tarih	2009
Örnek Metin	Among the most important activities for supermarket retailers is the creation and marketing of store brands, also known as private label brands. Given the increasing quality-equivalence between national brands and store brands, they have become direct competitors, and pricing decisions should take this into account. In most cases, national brands still possess some degree of pricing and market power over store brands. In this chapter, we define three components of market power for national brands versus store brands: (1) price premium; (2) volume premium; and (3) margin premium. Our chapter proceeds along the following lines. First, we delineate the factors that are the most important drivers of the three components of premium. Second, we discuss managerial implications about key success factors in the pricing of national brands and store brands. A key contribution of this chapter is that we incorporate emerging insights from the marketing literature on the pricing and market power of national brands versus store brands. Finally, we conclude by offering important future research directions.
Editör	Rao, V. R.

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Pricing of national brands versus store brands: market power components, findings and research opportunities

Yazar Pauwels, Koen Hendrik, Srinivasan, S.

Basım Tarihi 2009

Basım Yeri - Edward Elgar Publishing

Tür Kitap

Dil İngilizce

Dijital Evet

Yazma Hayır

Kütüphane Özyeğin Üniversitesi

Demirbaş Numarası 978-184720240-6, 978-1-84720-240-6

Kayıt Numarası 4894232d-31fa-4a0f-9a89-da3d544cad20

Lokasyon Business Administration

Tarih 2009

Örnek Metin Among the most important activities for supermarket retailers is the creation and marketing of store brands, also known as private label brands. Given the increasing quality-equivalence between national brands and store brands, they have become direct competitors, and pricing decisions should take this into account. In most cases, national brands still possess some degree of pricing and market power over store brands. In this chapter, we define three components of market power for national brands versus store brands: (1) price premium; (2) volume premium; and (3) margin premium. Our chapter proceeds along the following lines. First, we delineate the factors that are the most important drivers of the three components of premium. Second, we discuss managerial implications about key success factors in the pricing of national brands and store brands. A key contribution of this chapter is that we incorporate emerging insights from the marketing literature on the pricing and market power of national brands versus store brands. Finally, we conclude by offering important future research directions.

Editör Rao, V. R.