The Nature and Benefits of National Brand/Private Label Competition

The Nature and Benefits of National Brand/Private Label Competition The article highlights the history of national brand/private label competition. Itargues that the private labels of large retail chains possess unique competitiveweapons to constrain the market power of powerful national brands that are notavailable to rival manufacturers' brands. Consumer welfare is maximized whenprivate labels and national brands compete vigorously rather than when eitherone is too dominant. There is some ominous recent evidence that the vigor ofnational brand/private label competition is sometimes being diminished bycollusion between the two kinds of brands. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Review of Industrial Organization Springer Journals

The Nature and Benefits of National Brand/Private Label Competition

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Publisher
Kluwer Academic Publishers
Copyright
Copyright © 2004 by Kluwer Academic Publishers
Subject
Economics; Industrial Organization; Microeconomics
ISSN
0889-938X
eISSN
1573-7160
D.O.I.
10.1023/B:REIO.0000033351.66025.05
Publisher site
See Article on Publisher Site

Abstract

The article highlights the history of national brand/private label competition. Itargues that the private labels of large retail chains possess unique competitiveweapons to constrain the market power of powerful national brands that are notavailable to rival manufacturers' brands. Consumer welfare is maximized whenprivate labels and national brands compete vigorously rather than when eitherone is too dominant. There is some ominous recent evidence that the vigor ofnational brand/private label competition is sometimes being diminished bycollusion between the two kinds of brands.

Journal

Review of Industrial OrganizationSpringer Journals

Published: Oct 18, 2004

References

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