时 间：2023年4月14日（周五）下午14:00-15:30
地 点：松江校区2220
主讲人：李 雪 北京外国语大学国际商学院副教授
主持人：张明月 副教授
主 题：Quality and Private Label Encroachment Strategy
讲座摘要：
We consider a supply chain consisting of an incumbent national brand manufacturer and a retailer, who wishes to determine the private label encroachment strategy. By investigating the cost–quality trade-off between lower- and higher-quality private labels, we characterize the retailer's optimal encroachment decisions. Intuitively, the retailer would choose to introduce a lower-quality private label when the quality of the national brand is high. However, we find that a higher-quality private label may better benefit the retailer under certain conditions. Moreover, we establish that introducing a higher-quality private label can improve both channel profit and consumer welfare. Using the results we derive, we explain the market practices and provide useful guidelines for retailers’ private label encroachment decisions.
嘉宾简介：
