Huang, Lingchen; Feng, Ting; Huang, Zongsheng - In: Nankai Business Review International 12 (2021) 2, pp. 220-235
Purpose: Responding to the store brand (SB) introduction by the retailer, the manufacturer may adopt the strategic choice of incorporating the fairness concern behavior of the retailer. This paper aims to examine how the manufacturer can counteract the retailer’s SB introduction by...