The Profitability of Store Brand Introductions by E-commerce Platforms Selling Competing National Brands

Salma Karray ()
Additional contact information
Salma Karray: Ontario Tech University

A chapter in Advances in National Brand and Private Label Marketing, 2022, pp 62-69 from Springer

Abstract: Abstract This paper studies the profitability of a store brand introduction by an e-commerce platform offering competing manufacturers’ products. We develop a game-theoretic model and obtain equilibrium quantity and pricing solutions for the manufacturers and the platform. We compare equilibrium strategies and profits in games where the platform does and does not offer a store brand. Our main findings indicate that the platform benefits from introducing a strong store brand to the detriment of manufacturers.

Keywords: Store brand; Marketing channels; Game theory; E-commerce (search for similar items in EconPapers)
Date: 2022
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

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:spr:prbchp:978-3-031-06581-1_8

Ordering information: This item can be ordered from
http://www.springer.com/9783031065811

DOI: 10.1007/978-3-031-06581-1_8

Access Statistics for this chapter

More chapters in Springer Proceedings in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().