We design a market experiment to examine the impact of channel power on trade promotion budget and its allocation. Our experimental results show that a manufacturer with higher channel power offers a smaller percentage trade promotion budget and decreases allocation to discount-based promotions...

We design a market experiment to examine how firm size and ability to choose trade promotion types influence trade promotion budget, its allocation and channel profits. Our experimental results show that larger manufacturers offer smaller trade promotion budgets. Manufacturers with ability to...

Consumer goods manufacturers usually sell their brands to consumers through common independent retailers. Theoretical research on such channel structures has analyzed the optimal behavior of channel members under alternative assumptions of manufacturer-retailer interaction (Vertical Strategic...

Brands are fundamentally about experiences and relationships, and therefore they form prime basis of an institution's connection with their stakeholders. With the mushrooming of business schools (both private autonomous and government supported) and fading global boundaries, especially in the...

Increased competition from store brands is forcing manufacturers to re-evaluate their strategies in regard to pricing and contracting with trade intermediaries. We analyze a supply chain in which a retailer accepts (with the appropriate contractual agreements) a national brand for resale and...

Despite large increases in the number of new consumer product introductions, little attention has been paid to the integral role of the buyer intermediary. Although previous research by the authors has confirmed various hypotheses on the influence of relevant variables on channel intermediaries'...

Using data collected from a major supermarket chain, a regression mode! is estimated to describe buyers' judgments of the profitability of new products. Results indicate how different variables influence these judgments. Implications of new product introductions for private firm strategies and...

There are numerous situations in management and elsewhere in which an individual decision maker chooses subsets of multiattributed items. The specification of a measure of goodness for selecting subsets may differ from one situation to the next. In this paper, a model is developed for evaluating...