Abstract
AbstractThe article emphasizes the role of brand strategies, as placement in regional niche strategies for manufacturers, to impact retailer–manufacturer relations in the grocery retail sector. Due to joint purchases of initially unrelated products within a shopping cart, transaction cost‐induced complementarities between those products arise. Given unique retailer data, we infer complementarities arising from a specific product to a shopping cart of products. Using a Nash‐in‐Nash framework, we are able to show that the impact on the bargaining position for the manufacturer vis‐à‐vis a retailer is substantial and helps to increase the potential of gaining a larger slice of the profit pie.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
