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Effects of the Private-Label Invasion in Food Industries

Author

Listed:
  • Michael B. Ward
  • Jay P. Shimshack
  • Jeffrey M. Perloff
  • J. Michael Harris

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. Copyright 2002, Oxford University Press.

Suggested Citation

  • Michael B. Ward & Jay P. Shimshack & Jeffrey M. Perloff & J. Michael Harris, 2002. "Effects of the Private-Label Invasion in Food Industries," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 84(4), pages 961-973.
    • Handle: RePEc:oup:ajagec:v:84:y:2002:i:4:p:961-973
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    File URL: http://hdl.handle.net/10.1111/1467-8276.00360
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    JEL classification:

    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness
    • D4 - Microeconomics - - Market Structure, Pricing, and Design
    • L1 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance

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