 Assessing the impact of manufacturer power on private label market share in an equilibrium frameworkSimbarashe Pasirayi and Timothy J. Richards Journal of Business Research, 2023, vol. 154, issue C Abstract: In emerging markets, private label growth has not kept pace with the growth in private labels elsewhere. In Europe and North America, private labels now constitute an average of 35% of total retail market share, but market shares vary between 1% and 8 % in emerging markets. Existing explanations for this observation do not account for the unique nature of manufacturer-retail relationships in emerging economies. That is, in most emerging economies, national brand manufacturers tend to be the sole producers of private labels. We investigate whether national brand manufacturers possess bargaining power relative to retail buyers and, if so, we examine how this may affect private label market shares. The results show that dominant manufacturers set relatively high wholesale prices for private labels, which in turn leads to higher-priced private label products, and low private label market shares. Keywords: Private label market share; Emerging markets; Bargaining power; Retail margins; Wholesale margins (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:154:y:2023:i:c:s0148296322007573 DOI: 10.1016/j.jbusres.2022.113302 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.