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Can Margin Differences in Vertical Marketing Channels Lead to Contracts with Slotting Fees?

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  • Tirtha Dhar

    (University of Ontario Institute of Technology, Oshawa, Ontario L1H 7K4, Canada)

Abstract

In this paper, we show that slotting fees can be part of an equilibrium solution if per-unit downstream margin is smaller than the per-unit upstream margin. In recent literature, a similar margin-based argument is made by Klein and Wright (2007), whereas intense downstream retail competition coupled with high upstream margin causes upstream manufacturers to offer slotting fees for promotional shelf space. In this paper, we generalize this argument and show that it is possible to have the margin-based argument without any downstream retail competition and competition between products within a retail chain. Interestingly we show that slotting fees will be larger if the products sold by a retailer are complements rather than substitutes. Using a model of a channel bargaining game, we also provide the necessary and sufficient conditions for the existence of slotting fees and show that for contracts with slotting fees under full vertical coordination, upstream marginal cost functions need to be increasing. Broadly, our findings provide new insights into the strategic role of downstream product assortment on equilibrium-marketing-channel contracts with slotting fees. This paper was accepted by J. Miguel Villas-Boas, marketing.

Suggested Citation

  • Tirtha Dhar, 2013. "Can Margin Differences in Vertical Marketing Channels Lead to Contracts with Slotting Fees?," Management Science, INFORMS, vol. 59(12), pages 2766-2771, December.
    • Handle: RePEc:inm:ormnsc:v:59:y:2013:i:12:p:2766-2771
    DOI: 10.1287/mnsc.2013.1737
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    References listed on IDEAS

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    Cited by:

    1. Hara, Reiya & Matsubayashi, Nobuo, 2017. "Premium store brand: Product development collaboration between retailers and national brand manufacturers," International Journal of Production Economics, Elsevier, vol. 185(C), pages 128-138.
    2. Krafft, Manfred & Goetz, Oliver & Mantrala, Murali & Sotgiu, Francesca & Tillmanns, Sebastian, 2015. "The Evolution of Marketing Channel Research Domains and Methodologies: An Integrative Review and Future Directions," Journal of Retailing, Elsevier, vol. 91(4), pages 569-585.

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