Effects of the Private‐Label Invasion in Food Industries
13 Pages Posted: 1 Apr 2020
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Effects of the Private‐Label Invasion in Food Industries
American Journal of Agricultural Economics, Vol. 84, Issue 4, pp. 961-973, 2002
Number of pages: 13
Posted: 01 Apr 2020
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Date Written: November 2002
Abstract
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.
Keywords: private label, entry, price, promotional activity, differentiation, supermarket, L110, L660
Suggested Citation: Suggested Citation
Ward, Michael B. and Shimshack, Jay and Perloff, Jeffrey M. and Harris, James Michael, Effects of the Private‐Label Invasion in Food Industries (November 2002). American Journal of Agricultural Economics, Vol. 84, Issue 4, pp. 961-973, 2002, Available at SSRN: https://ssrn.com/abstract=3565415 or http://dx.doi.org/10.1111/1467-8276.00360
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