Effects of the Private-Label Invasion in Food Industries

Using supermarket scanner data, we test a variety of hypotheses from trade journals about the invasion of private-label food products. According to conventional industry wisdom, name-brand firms defended their brands against new private-label products by lowering their prices, engaging in additional promotional activities, and increasingly differentiating their products. Our empirical evidence is inconsistent with these beliefs.

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Year of publication:	2002
Authors:	Ward, Michael B. ; Shimshack, Jay P. ; Perloff, Jeffrey M. ; Harris, J. Michael
Published in:	American Journal of Agricultural Economics. - American Agricultural Economics Association. - Vol. 84.2002, 4, p. 961-973
Publisher:	American Agricultural Economics Association
Subject:	private label \| entry \| price \| promotional activity \| differentiation \| supermarket

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Extent:	application/pdf
Type of publication:	Article
Classification:	D4 - Market Structure and Pricing ; L1 - Market Structure, Firm Strategy, and Market Performance ; Q13 - Agricultural Markets and Marketing; Cooperatives; Agribusiness
Source:	RePEc - Research Papers in Economics

Persistent link: https://www.econbiz.de/10008681792