IDEAS home Printed from https://ideas.repec.org/a/wly/mgtdec/v45y2024i4p2484-2500.html
   My bibliography  Save this article

Brand strategies: Enhancing manufacturers' bargaining power in grocery retail through cross‐category complementarities

Author

Listed:
  • Ulrich Heimeshoff
  • Gordon J. Klein

Abstract

The article emphasizes the role of brand strategies, as placement in regional niche strategies for manufacturers, to impact retailer–manufacturer relations in the grocery retail sector. Due to joint purchases of initially unrelated products within a shopping cart, transaction cost‐induced complementarities between those products arise. Given unique retailer data, we infer complementarities arising from a specific product to a shopping cart of products. Using a Nash‐in‐Nash framework, we are able to show that the impact on the bargaining position for the manufacturer vis‐à‐vis a retailer is substantial and helps to increase the potential of gaining a larger slice of the profit pie.

Suggested Citation

  • Ulrich Heimeshoff & Gordon J. Klein, 2024. "Brand strategies: Enhancing manufacturers' bargaining power in grocery retail through cross‐category complementarities," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 45(4), pages 2484-2500, June.
    • Handle: RePEc:wly:mgtdec:v:45:y:2024:i:4:p:2484-2500
    DOI: 10.1002/mde.4137
    as

    Download full text from publisher

    File URL: https://doi.org/10.1002/mde.4137
    Download Restriction: no
    File URL: https://libkey.io/10.1002/mde.4137?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:wly:mgtdec:v:45:y:2024:i:4:p:2484-2500. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Wiley Content Delivery (email available below). General contact details of provider: http://www3.interscience.wiley.com/cgi-bin/jhome/7976 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.