Gains and losses of exclusivity in grocery retailing

Katrijn Gielens, Els Gijsbrechts and Marnik G. Dekimpe

International Journal of Research in Marketing, 2014, vol. 31, issue 3, 239-252

Abstract: Conventional wisdom dictates that convenience goods should be distributed as intensively as possible. Still, exclusivity arrangements are rapidly gaining way in grocery retailing. We discuss the possible performance outcomes of exclusivity deals, and propose a unified framework (i) to quantify the gains and losses of such arrangements in consumer-packaged-goods markets, and (ii) to decompose the total monetary gains and losses into a variety of sources. Our framework considers both the manufacturer and the retailer granted the exclusivity right, and accounts for the fact that both dyad parties may be active in multiple, inter-related, categories.

Keywords: Retailing; Distribution intensity; Exclusivity; Consumer packaged goods; Marketing accountability (search for similar items in EconPapers)
Date: 2014
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (17)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:31:y:2014:i:3:p:239-252

DOI: 10.1016/j.ijresmar.2014.03.003

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