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Private label introduction: Does it benefit the supply chain?

Author

Listed:
  • Sachon, Marc

    (IESE Business School)

  • Martinez de Albeniz, Victor

    (IESE Business School)

Abstract

Private labels, also called store brands or distributor brands, have changed the retail industry during the last three decades. Consumer data shows strong growth of private label market share, and in countries like Germany or Spain, the penetration of private labels is above 30% of total retail sales. This paper analyzes the channel dynamics in a category where a private label is introduced. We focus on the impact of private labels on retail and wholesale equilibrium prices, as well as on the profits of each firm of the supply chain. While private label introduction helps the retailer reduce manufacturer brand's prices, we find that it does not always improve the total profits of the supply chain. Generally, the supply chain benefits from this introduction only when cross-elasticities are small, i.e., competitive interactions are weak. With our model, we formulate the general conditions under which retailers should consider introducing private labels.

Suggested Citation

  • Sachon, Marc & Martinez de Albeniz, Victor, 2009. "Private label introduction: Does it benefit the supply chain?," IESE Research Papers D/832, IESE Business School.
    • Handle: RePEc:ebg:iesewp:d-0832
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    Cited by:

    1. Arcan Nalca, & Tamer Boyaci, & Saibal Ray, 2017. "Brand positioning and consumer taste information," ESMT Research Working Papers ESMT-17-01_R1, ESMT European School of Management and Technology, revised 04 Dec 2017.
    2. Arcan Nalca, & Tamer Boyaci, & Saibal Ray, 2017. "Consumer taste uncertainty in the context of store brand and national brand competition," ESMT Research Working Papers ESMT-17-01, ESMT European School of Management and Technology.
    3. Noriaki Matsushima & Akira Miyaoka, 2015. "The effects of resale-below-cost laws in the presence of a strategic manufacturer," Quantitative Marketing and Economics (QME), Springer, vol. 13(1), pages 59-91, March.
    4. Paul W. Dobson & Ratula Chakraborty, 2014. "How Do National Brands And Store Brands Compete?," Working Paper series, University of East Anglia, Centre for Competition Policy (CCP) 2014-07, Centre for Competition Policy, University of East Anglia, Norwich, UK..
    5. Nalca, Arcan & Boyaci, Tamer & Ray, Saibal, 2018. "Brand positioning and consumer taste information," European Journal of Operational Research, Elsevier, vol. 268(2), pages 555-568.
    6. Yingjue Zhou & Tieming Liu & Gangshu Cai, 2019. "Impact of In-Store Promotion and Spillover Effect on Private Label Introduction," Service Science, INFORMS, vol. 11(2), pages 96-112, June.

    More about this item

    Keywords

    Private label; non-cooperative game theory; supply chain efficiency;
    All these keywords.

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