Dominant Retailers and Their Impact on Marketing Channels

Forthcoming in The Handbook of the Economics of Retail and Distribution, edited by Emek Basker

Marshall School of Business Working Paper No. MKT 01.16

43 Pages Posted: 26 Apr 2015 Last revised: 12 Apr 2016

See all articles by Anthony J. Dukes

Anthony J. Dukes

University of Southern California - Marshall School of Business

Tansev Geylani

University of Pittsburgh - Katz Graduate School of Business

Date Written: February 19, 2015

Abstract

This chapter explores the implications of dominant retailers for marketing channels – the system through which manufacturers distribute their products to consumers. The emergence of a few dominant retailers has altered the way in which members of the marketing channel make decisions. The chapter first presents an economic framework to explore the source of retail dominance. It then explores how several key decisions (e.g., product quality and assortment, prices, market data collaboration, advertising) taken within the marketing channel are affected by the dominance of certain retailers. Antitrust implications are also assessed.

Suggested Citation

Dukes, Anthony J. and Geylani, Tansev, Dominant Retailers and Their Impact on Marketing Channels (February 19, 2015). Forthcoming in The Handbook of the Economics of Retail and Distribution, edited by Emek Basker; Marshall School of Business Working Paper No. MKT 01.16. Available at SSRN: https://ssrn.com/abstract=2598203

Anthony J. Dukes (Contact Author)

University of Southern California - Marshall School of Business ( email )

701 Exposition Blvd
Los Angeles, CA 90089
United States
213-740-3846 (Phone)

HOME PAGE: http://sites.usc.edu/anthonydukes/

Tansev Geylani

University of Pittsburgh - Katz Graduate School of Business ( email )

Pittsburgh, PA 15260
United States

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