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Empirical models of manufacturer-retailer interaction: A review and agenda for future research

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  • Kusum Ailawadi

    ()

  • Eric Bradlow
  • Michaela Draganska
  • Vincent Nijs
  • Robert Rooderkerk
  • K. Sudhir
  • Kenneth Wilbur
  • Jie Zhang

Abstract

The nature of the interaction between manufacturers and retailers has received a great deal of empirical attention in the last 15 years. One major line of empirical research examines the balance of power between them and ranges from reduced form models quantifying aggregate profit and other related trends for manufacturers and retailers to structural models that test alternative forms of manufacturer-retailer pricing interaction. A second line of research addresses the sources of leverage for each party, e.g., trade promotions and their pass-through, customer information from loyalty programs, manufacturer advertising, productassortment in general, and private label assortment in particular. The purpose of this article is to synthesize what has been learnt about the nature of the interaction between manufacturers and retailers and the effectiveness of each party’s sources of leverage and to highlight gaps in our knowledge that future research should attempt to fill.
(This abstract was borrowed from another version of this item.)

Suggested Citation

  • Kusum Ailawadi & Eric Bradlow & Michaela Draganska & Vincent Nijs & Robert Rooderkerk & K. Sudhir & Kenneth Wilbur & Jie Zhang, 2010. "Empirical models of manufacturer-retailer interaction: A review and agenda for future research," Marketing Letters, Springer, vol. 21(3), pages 273-285, September.
  • Handle: RePEc:kap:mktlet:v:21:y:2010:i:3:p:273-285
    DOI: 10.1007/s11002-010-9107-0
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    References listed on IDEAS

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    Cited by:

    1. Rajagopalan, S. & Xia, Nan, 2012. "Product variety, pricing and differentiation in a supply chain," European Journal of Operational Research, Elsevier, vol. 217(1), pages 84-93.
    2. repec:spr:annopr:v:257:y:2017:i:1:d:10.1007_s10479-015-1817-5 is not listed on IDEAS
    3. Arcan Nalca, & Tamer Boyaci, & Saibal Ray, 2017. "Brand positioning and consumer taste information," ESMT Research Working Papers ESMT-17-01_R1, ESMT European School of Management and Technology, revised 04 Dec 2017.
    4. Haucap, Justus & Heimeshoff, Ulrich & Klein, Gordon J. & Rickert, Dennis & Wey, Christian, 2013. "Inter-format competition among retailers: The role of private label products in market delineation," DICE Discussion Papers 101, University of Düsseldorf, Düsseldorf Institute for Competition Economics (DICE).
    5. Majid M. Goaill & Selvan Perumal & Nor Azila M. Noor, 2013. "The Moderating Effect of Strength of Manufacturer's Brands on the Relationship between Retailer’s Relationship Satisfaction and Commitment: A Theoretical Model," International Review of Management and Marketing, Econjournals, vol. 3(3), pages 93-101.
    6. repec:sgh:gosnar:y:2017:i:4:p:83-98 is not listed on IDEAS
    7. repec:eee:ejores:v:268:y:2018:i:2:p:555-568 is not listed on IDEAS
    8. Thomas Reutterer & Kurt Hornik & Nicolas March & Kathrin Gruber, 2017. "A data mining framework for targeted category promotions," Journal of Business Economics, Springer, vol. 87(3), pages 337-358, April.
    9. repec:kap:mktlet:v:29:y:2018:i:1:d:10.1007_s11002-018-9450-0 is not listed on IDEAS
    10. repec:isv:jouijm:v:6:y:2017:i:1:p:97-114 is not listed on IDEAS
    11. Els Breugelmans & Tammo Bijmolt & Jie Zhang & Leonardo Basso & Matilda Dorotic & Praveen Kopalle & Alec Minnema & Willem Mijnlieff & Nancy Wünderlich, 2015. "Advancing research on loyalty programs: a future research agenda," Marketing Letters, Springer, vol. 26(2), pages 127-139, June.
    12. repec:eee:jouret:v:91:y:2015:i:4:p:569-585 is not listed on IDEAS
    13. repec:krk:eberjl:v:5:y:2017:i:1:p:59-76 is not listed on IDEAS
    14. Bonnet, Céline & Bouamra-Mechemache, Zohra & Richards, Timothy J., 2017. "Complementarity and Bargaining Power," TSE Working Papers 16-772, Toulouse School of Economics (TSE).

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