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Price Promotions and Trade Deals with Multiproduct Retailers

Author

Listed:
  • Rajiv Lal

    (Stanford University, Stanford, California 94305)

  • J. Miguel Villas-Boas

    (Haas School of Business, University of California at Berkeley, Berkeley, California 94720-1900)

Abstract

In this paper we study retail price promotions and manufacturer trade deals in markets with multiproduct retailers. We find that in situations where retailers carry more than one competing brand, the promotions across brands can be positively or negatively correlated depending on the structure of the market: the relative sizes of the various market segments (in terms of loyalty to manufacturer, retailer, or the pair manufacturer-retailer). We show that sometimes retailers offer the same discount on different products, but at other times they offer a smaller discount on a brand supported by a bigger trade deal. We also present results on the effects of changes in the sizes of the different market segments on the depth of price promotions and trade deals and on pass through.

Suggested Citation

  • Rajiv Lal & J. Miguel Villas-Boas, 1998. "Price Promotions and Trade Deals with Multiproduct Retailers," Management Science, INFORMS, vol. 44(7), pages 935-949, July.
  • Handle: RePEc:inm:ormnsc:v:44:y:1998:i:7:p:935-949
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    File URL: http://dx.doi.org/10.1287/mnsc.44.7.935
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    References listed on IDEAS

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