Amrouche, Nawel; Yan, Ruiliang - In: Journal of Business Research 65 (2012) 3, pp. 325-332
We propose a game-theoretic model in three contexts. First, only the national brand (NB) is offered through a traditional retailer. Second, the private label (PL) is introduced by the traditional retailer. Finally, the NB's manufacturer opens an online store. We reassess the benefit of...