Journal of Economics & Management Strategy, Jan 1, 1995
This paper interprets private label marketirzg as a retazler instrument for overcoming the double... more This paper interprets private label marketirzg as a retazler instrument for overcoming the double-marginalization problem inherent in the distribution of well-knozvn manufacturer brands. Retailers with some degree of market power carry private label substitutes for popular national brands in order to capture more profit from the vertical structures they share with brand manufacturers. The net effect of private label marketing is to improve the performance of distribution channels. After presenting a formal model and deriving analytical results, the paper gathers some empirical evidence that supports these results.
Journal of Economics & Management Strategy, Jan 1, 1995
This paper interprets private label marketirzg as a retazler instrument for overcoming the double... more This paper interprets private label marketirzg as a retazler instrument for overcoming the double-marginalization problem inherent in the distribution of well-knozvn manufacturer brands. Retailers with some degree of market power carry private label substitutes for popular national brands in order to capture more profit from the vertical structures they share with brand manufacturers. The net effect of private label marketing is to improve the performance of distribution channels. After presenting a formal model and deriving analytical results, the paper gathers some empirical evidence that supports these results.
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Papers by Raymond Liu