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Discount Chains and Brand Policy

Tommy Gabrielsen () and Lars Sørgard ()

Norway; Department of Economics, University of Bergen from Department of Economics, University of Bergen

Abstract: Retail chains are observed in many industries. The question addressed here is whether retail chains can exploit buyer power by excluding some brands. In a theoretical model with two differentiated producers and a single retailer, we show that a retailer will require exclusivity (exclude a brand) if the brands are sufficiently symmetric in demand potential.

Keywords: INDUSTRY; RETAIL MARKETING; DISTRIBUTION (search for similar items in EconPapers)
JEL-codes: L12 L42 (search for similar items in EconPapers)
Pages: 16 pages
Date: 1999
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Journal Article: Discount Chains and Brand Policy (1999) Downloads
Working Paper: Discount Chains and Brand Policy (1994)
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More papers in Norway; Department of Economics, University of Bergen from Department of Economics, University of Bergen Department of Economics, University of Bergen Fosswinckels Gate 6. N-5007 Bergen, Norway. Contact information at EDIRC.
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