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| Cotterill, Ronald W.; Dhar, Ravi; Putsis, William P., Jr.. |
| Recent research in marketing has focused on cross-category variation in the market share of private label products, while recent work in the economics and industrial organization literature has focused on the determinants of firm price setting behavior. In this paper, the authors develop a framework for estimating market share and price reaction equations simultaneously in an attempt to understand the nature of competitive interaction in the market for private label and branded grocery products. Empirical findings support the author's premise that consumer response to price and promotion decisions (demand) and the factors influencing firm pricing behavior (supply) jointly determine observed market prices and market shares. More specifically, the authors... |
| Tipo: Working or Discussion Paper |
Palavras-chave: Private labels; Pricing; Competitive strategy; Promotion; Demand and Price Analysis; Marketing. |
| Ano: 1996 |
URL: http://purl.umn.edu/25191 |
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| Cotterill, Ronald W.; Putsis, William P., Jr.; Dhar, Ravi. |
| In contrast to single-equation cross-sectional studies of private label share, developing a complete understanding of the nature of the competitive interaction between national brands and private labels requires an understanding of the determinants of both demand and strategic pricing decisions by firms. Consequently, we estimate a simultaneous system of share and price for private labels and national brands. From the empirical results, two measures of market response are derived. The unilateral demand elasticity measures the pure own demand response, while the residual (or total) elasticity also captures the impact of competitive price reaction (Baker and Bresnahan 1985). When taken together, these provide important strategic insights into the pricing... |
| Tipo: Working or Discussion Paper |
Palavras-chave: Competition; Competitive strategy; Private labels; Pricing; Demand and Price Analysis. |
| Ano: 1999 |
URL: http://purl.umn.edu/25177 |
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