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L'impact économique du développement des marques de distributeurs

  • Bergès, Fabian
  • Bontems, Philippe
  • Réquillart, Vincent

[eng] In this article we survey the economic literature on private labels (PLs). The first section looks at PL growth. We analyze the causes of private-label introduction by retailers and its impact on manufacturers and consumers. We compare our conclusions with the findings of empirical studies. The third section discusses PL positioning. The fourth section examines the link between PLs and retailers’ loyalty programs. The fifth section addresses the issues for manufacturers resulting from PL introduction. We conclude with some thoughts on PLs and their impact on social welfare. [fre] Cet article constitue une synthèse de la littérature traitant des marques de distributeurs (MDD). Dans une première partie, nous faisons l’état des lieux statistiques sur l’importance des MDD. Dans un second temps, nous analysons les raisons ayant poussé les distributeurs à introduire les MDD ainsi que l’impact de leur développement sur les producteurs et les consommateurs. Ces conclusions sont ensuite confrontées à la littérature empirique sur les MDD. La troisième partie s’intéresse au positionnement stratégique des MDD et la quatrième partie fait le lien entre les MDD et les politiques de fidélisation des enseignes. Enfin, les enjeux des MDD pour les producteurs sont discutés dans une cinquième partie et une réflexion sur les effets de bien-être du développement des MDD conclut l’article.

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Paper provided by Institut d'Économie Industrielle (IDEI), Toulouse in its series IDEI Working Papers with number 455.

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Date of creation: Apr 2007
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Publication status: Published in Économie et Prévision, n°189, 2009, p.�41-56.
Handle: RePEc:ide:wpaper:7136
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  1. Cotterill, Ronald W & Putsis, William P, Jr & Dhar, Ravi, 2000. "Assessing the Competitive Interaction between Private Labels and National Brands," The Journal of Business, University of Chicago Press, vol. 73(1), pages 109-37, January.
  2. Patrick Rey, 1997. "Impact des accords verticaux entre producteurs et distributeurs," Revue Française d'Économie, Programme National Persée, vol. 12(2), pages 3-55.
  3. André Bonfrer & Pradeep K. Chintagunta, 2004. "Store Brands: Who Buys Them and What Happens to Retail Prices When They Are Introduced?," Review of Industrial Organization, Springer, vol. 24(2), pages 195-218, 03.
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  5. Manez, J.A. & Waterson, M., 2001. "Multiproduct Firms and Product Differentiation: a Survey," The Warwick Economics Research Paper Series (TWERPS) 594, University of Warwick, Department of Economics.
  6. G. Galizzi & L. Venturini & S. Boccaletti, 1997. "Vertical relationships and dual branding strategies in the Italian food industry," Agribusiness, John Wiley & Sons, Ltd., vol. 13(2), pages 185-195.
  7. Serdar Sayman & Stephen J. Hoch & Jagmohan S. Raju, 2002. "Positioning of Store Brands," Marketing Science, INFORMS, vol. 21(4), pages 378-397, June.
  8. Christophe Bontemps & Valérie Orozco & Vincent Réquillart, 2008. "Private Labels, National Brands and Food Prices," Review of Industrial Organization, Springer, vol. 33(1), pages 1-22, August.
  9. Villas-Boas, Sofia B., 2006. "Vertical relationships between manufacturers and retailers: inference with limited data," Department of Agricultural & Resource Economics, UC Berkeley, Working Paper Series qt0z26d2v9, Department of Agricultural & Resource Economics, UC Berkeley.
  10. Gabrielsen, Tommy Staahl & Sørgard, Lars, 2000. "Private Labels, Price Rivalry, and Public Policy," University of California at Santa Barbara, Economics Working Paper Series qt8wh900ks, Department of Economics, UC Santa Barbara.
  11. Avenel, E. & Caprice, S., 2006. "Upstream market power and product line differentiation in retailing," International Journal of Industrial Organization, Elsevier, vol. 24(2), pages 319-334, March.
  12. Mills, David E, 1995. "Why Retailers Sell Private Labels," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 4(3), pages 509-28, Fall.
  13. Philippe Bontems & Sylvette Monier-Dilhan & Vincent Réquillart, 1999. "Strategic effects of private labels," Working Papers 156390, Institut National de la Recherche Agronomique, France.
  14. Sanjay K. Dhar & Stephen J. Hoch, 1997. "Why Store Brand Penetration Varies by Retailer," Marketing Science, INFORMS, vol. 16(3), pages 208-227.
  15. K. Sudhir & Debabrata Talukdar, 2004. "Does Store Brand Patronage Improve Store Patronage?," Review of Industrial Organization, Springer, vol. 24(2), pages 143-160, 03.
  16. Dobson, Paul W & Waterson, Michael, 1997. "Countervailing Power and Consumer Prices," Economic Journal, Royal Economic Society, vol. 107(441), pages 418-30, March.
  17. Bontemps, Christophe & Orozco, Valérie & Réquillart, Vincent & Trévisiol, Audrey, 2004. "Price Effects of Private Labels Development," IDEI Working Papers 299, Institut d'Économie Industrielle (IDEI), Toulouse.
  18. CHAMPSAUR, Paul & ROCHET, Jean-Charles, . "Multiproduct duopolists," CORE Discussion Papers RP -854, Université catholique de Louvain, Center for Operations Research and Econometrics (CORE).
  19. NEVEN, Damien & THISSE, Jacques-François, . "Choix des produits: concurrence en qualité et en variété," CORE Discussion Papers RP -882, Université catholique de Louvain, Center for Operations Research and Econometrics (CORE).
  20. Fiona Scott Morton & Florian Zettelmeyer, 2004. "The Strategic Positioning of Store Brands in Retailer--Manufacturer Negotiations," Review of Industrial Organization, Springer, vol. 24(2), pages 161-194, 03.
  21. 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.
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