Brand strategies: Enhancing manufacturers' bargaining power in grocery retail through cross-category complementarities

被引：0

作者：

Heimeshoff, Ulrich ^{[1
,3
]}

Klein, Gordon J. ^{[2
]}

机构：

[1] Heinrich Heine Univ Dusseldorf, DICE, Dusseldorf, Germany

[2] Univ Munster, MEP, Munster, Germany

[3] Heinrich Heine Univ Dusseldorf, DICE, Univ Str 1, D-40225 Dusseldorf, Germany

来源：

MANAGERIAL AND DECISION ECONOMICS | 2024年 / 45卷 / 04期

关键词：

CONSUMER RESPONSE; BUYER POWER; PERFORMANCE; COMPETITION; BEHAVIOR; LOYALTY; IMPACT; MODEL; TRUST;

D O I：

10.1002/mde.4137

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

The article emphasizes the role of brand strategies, as placement in regional niche strategies for manufacturers, to impact retailer-manufacturer relations in the grocery retail sector. Due to joint purchases of initially unrelated products within a shopping cart, transaction cost-induced complementarities between those products arise. Given unique retailer data, we infer complementarities arising from a specific product to a shopping cart of products. Using a Nash-in-Nash framework, we are able to show that the impact on the bargaining position for the manufacturer vis-a-vis a retailer is substantial and helps to increase the potential of gaining a larger slice of the profit pie.

引用

页码：2484 / 2500

页数：17