Strategic interplay between store brand introduction and online direct channel introduction

Hai Li, Kaijun Leng, Qiankai Qing and Stuart X. Zhu

Transportation Research Part E: Logistics and Transportation Review, 2018, vol. 118, issue C, 272-290

Abstract: This paper investigates the strategic interplay between a national brand manufacturer and a retailer in introducing an online direct channel and a store brand by constructing a game-theoretic model that incorporates the firms' channel and brand strategies. We show that at equilibrium, the store brand is introduced but the online direct channel may or may not be introduced. Interestingly, the firms may be trapped in a prisoner’s dilemma when they choose to introduce the online direct channel and store brand. The online direct channel may be introduced if the store brand has been introduced; otherwise it may not be introduced.

Keywords: Online direct channel; Store brand; Channel and brand strategies; Supply chain management; Game theory (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (33)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S1366554518304344
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:transe:v:118:y:2018:i:c:p:272-290

Ordering information: This journal article can be ordered from
http://www.elsevier.com/wps/find/journaldescription.cws_home/600244/bibliographic
http://www.elsevier. ... 600244/bibliographic

DOI: 10.1016/j.tre.2018.08.004

Access Statistics for this article

Transportation Research Part E: Logistics and Transportation Review is currently edited by W. Talley

More articles in Transportation Research Part E: Logistics and Transportation Review from Elsevier
Bibliographic data for series maintained by Catherine Liu ().