Retailers’ countervailing power within marketing channels ：an empirical analysis by national brand

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Using the National Survey of Prices that reports detailed wholesale prices of representative national-brand consumer products in Japan, this paper explores retailers countervailing power over upstream suppliers within marketing channels. Specifically, we estimate the impact of suppliers concentration on purchasing prices for retailers by format to measure the power. Statistical analysis where the wholesale price by brand is regressed on the Herfindahl index of wholesalers reveals that a large retail format is able to wield stronger countervailing power than a small one.

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  • 横浜経営研究

    横浜経営研究 30 (1), 151(151)-164(164), 2009-06

    横浜経営学会

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