ESTIMATING MARKET POWER AND PRICING CONDUCT FOR PRIVATE-LABEL AND NATIONAL BRANDS IN A PRODUCT-DIFFERENTIATED OLIGOPOLY: THE CASE OF A FROZEN VEGETABLE MARKET
Stephen P. Davies,
Joan Fulton and
Valerie L. Vantreese
Journal of Food Distribution Research, 2000, vol. 31, issue 2, 13
This paper develops two brand-level demand models, where prices are treated as endogenous, to estimate unilateral market power in a representative product-differentiated oligopolistic food market. The results are estimated using point-of-purchase scanner data and are used to quantify the impact of a private-label brand on the economic performance of national brands. Specifically, our study calculates demand parameter estimates and returns to retailer vertical coordination for the frozen vegetable market - the third largest private-label food and beverage category in the United States, after ice cream and carbonated beverages. Consistent with broader industry trends, empirical evidence suggests that the private-label brand maintained a slight competitive advantage over Birds Eye and Green Giant.
Keywords: Agribusiness (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:ags:jlofdr:27755
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