Repositioning Dynamics and Pricing Strategy

Abstract

The authors measure the revenue and cost implications to supermarkets of changing their price positioning strategy in oligopolistic downstream retail markets. Their approach formally incorporates the dynamics induced by the repositioning in a model with strategic interaction. They exploit a unique data set containing the price format decisions of all U.S. supermarkets in the 1990s. The data contain the format change decisions of supermarkets in response to a large shock to their local market positions: the entry of Wal-Mart. The authors exploit the responses of retailers to Wal-Mart entry to infer the cost of changing pricing formats using a revealed-preference argument. The interaction between retailers and Wal-Mart in each market is modeled as a dynamic game. The authors find evidence that entry by Wal-Mart had a significant impact on the costs and incidence of switching pricing strategy. Their results add to the marketing literature on the organization of retail markets and have implications for long-term market structure in the supermarket industry. Their approach, which incorporates long-term dynamic consequences, strategic interaction, and sunk investment costs, may be used to empirically model firms’ positioning decisions in marketing more generally.