Original Brand Research Articles

Country‐of‐origin, region‐of‐origin or terroir branding to entice premium Price? The curious case of geographic place origin construal and psychic distance

AbstractDespite firms' long reliance on geographic place origin branding, such as country‐of‐origin (COO), region‐of‐origin (ROO), and terroir, to sell their products in international markets, little theoretical and empirical work has been carried out to investigate which level of geographic specificity stimulates greater premium price when entering new markets. An experiment was conducted in India and Saudi Arabia manipulating place origin as a 3 factorial design (COO vs. ROO vs. terroir) using Australia as the country context, and honey as the product context. Results suggest that COO, ROO, and terroir prompt different place construal, which interacts with psychic distance to people (individual consumer difference), resulting in varying premium price. The study explains under which conditions which of the three place origins benefit companies and which ones backfire.

The Operation Logic of Constructing China's National Original IP to Empower the Peripheral Design of Game Brands: Based on the Case Investigation of Mihoyo

Game original IP, especially China's national original IP, has become a new momentum in the game industry, and with the attention of game companies to IP cultivation, the IP derivatives market has also developed accordingly. The construction of game brand's national original IP and the application of construction results are two important stages to realize the design of China's national original IP-empowered brand peripheral products, and the summary and analysis of a set of thinking models will intuitively show the operational logic of empowerment, which will help the original innovative dissemination of Chinese traditional culture through interactive media works such as games, and guide the smooth promotion of brand IP marketing. This paper uses a case study of Genshin Impact IP under Mihoyo brand, summarizes the thinking model according to the topic of this paper by progressively studying the IP construction logic and the application mode of IP empowerment peripheral products after construction, sorts out the IP architecture and the general theoretical logic of each stage of the task, summarizes the core "carrier + concept" of national original IP construction, and discusses in detail the thinking factors and methodologies of national original IP construction in the main work IP stage, derivative IP stage, and peripheral product service stage.

Availability, price, and affordability of anti-hepatitis B virus drugs: a cross-sectional study in China.

The global prevalence of hepatitis B virus (HBV) has presented a persistent challenge for public health prevention and treatment. However, studies that assess the public's access to anti-HBV drugs are absent. To examine the availability, pricing, and affordability of anti-HBV drugs in Jiangsu province, China and provide recommendations for improvement. An enhanced methodology developed by the World Health Organization (WHO) and Health Action International was applied in a cross-sectional study that included 1026 healthcare facilities distributed in 13 prefectural-level cities in Jiangsu province. Since almost all drugs had an availability of less than 30%, the accessibility of anti-HBV drugs was notably low. Primary healthcare facilities had the lowest availability, reporting 1.4% for Original Brands (OBs) and 1.7% for lowest-priced generics (LPGs). Furthermore, the northern Jiangsu region recorded the lowest availability at 0.7%. LPGs demonstrated higher availability than OBs, with median availability probabilities of 2.6% and 1.4%, respectively. The drugs listed on the WHO Essential Medicines List exhibited higher availability than those on other lists. The median price ratios for OBs, LPGs, and volume-based purchasing drugs were 0.83, 0.50, and 0.27, respectively, less than 1.5 times the international reference price. Despite favorable pricing, affordability rate was 23% for urban residents and 0% for rural residents, which was discouraging. Low availability and affordability of anti-HBV drugs were observed. Policy recommendations should emphasize the improvement of LPG availability by incentivizing priority prescribing. Healthcare subsidies should be provided more effectively and equitably.

Affordability of Paediatric Oral Anti-Infective Medicines in a Selected District, Sri Lanka

In this cross-sectional descriptive study conducted in the Ratnapura district, Sri Lanka, we assessed the affordability of oral pediatric anti-infective medicines (OPAIMs). Using a modified WHO/HAI medicinal price methodology, we examined the availability, median price ratios (MPRs), mean percentage difference, and affordability of the standard treatment of the originator brand (OB) and lowest-priced generic (LPG) OPAIMs in 30 private and 2 state-owned pharmacies. The study revealed disparities in availability, with only 50% of private pharmacies offering all 11 medicinal drugs in their generic form. The MPRs of OPAIMs for OB and LPG varied, with three drugs exceeding the financially acceptable MPR of 2 (albendazole, amoxicillin, and erythromycin). The standard treatment with LPGs costs between 0.17 and 0.85 and between 0.06 and 0.28 days’ wages for the lowest daily salary of the private sector and unskilled public employees, respectively. We identified erythromycin and albendazole as having less than 50% availability in their generic form in private pharmacies. To address these findings, we recommend frequent pricing revisions based on exchange rates and associated costs, coupled with the establishment of a transparent scientific criterion to subsidize essential medicines deemed “unaffordable.” Failure to implement such measures amidst economic crises may adversely impact financial access to essential medications.

Evaluation of reliability indicators of shock absorbers struts of M1 category cars in conditions of violation of established market relations between end users of spare parts and suppliers

Introduction. Over the past two years, there has been a violation of established market relations between end users of spare parts and suppliers. This led, on the one hand, to a significant increase in the cost of automotive components, and, on the other, to a reorientation of the market to new alternative manufacturers and suppliers. The main purpose of the work was a statistical assessment of the reliability indicators of the most expensive suspension element – the McPherson suspension strut, in the conditions of replacing the original struts with analogues available on the market.Methods. The study of the operational reliability of systems, components and assemblies of M1 cars was conducted in a dealership during 2022-2023. The study mainly involved cars with a sedan body and a McPherson front suspension. At the same time, the reason for contacting the service, the mileage of the car, as well as the types of work performed were recorded in each work order. The experimental data were processed using MSExcel and MatLab software from MathWorks.Resultsand conclusions. The conducted research allowed us to conclude that the appeals on the suspension of the car are almost twice as high as other appeals. The most expensive elements – the front shock struts, account for up to a third of all suspension failures. To assess the reliability indicators of alternative racks, the failure distribution law (normal), the probability of failure and uptime are determined, and the parameters of the distribution law are determined: mathematical expectation, standard deviation and coefficient of variation. It was found that the resource of the rear shock absorbers is at least 30% more, and there are significantly fewer calls at the service station. Thus, the operation of a car with racks from alternative manufacturers is quite reasonable, despite the fact that the resource of racks from alternative manufacturers is usually lower than that of the original brands.

Enhancing word of mouth in the quick service restaurants: role of perceived brand globalness and localness

PurposeDue to changing consumer thinking patterns and market dynamics, the quick service restaurant (QSR) industry has changed dramatically in the past few years. Considering this, this study aims to examine the influence of perceived brand globalness and perceived brand localness on consumer word of mouth through brand attitude by considering consumer ethnocentrism and perceived brand origin as moderators.Design/methodology/approachThis study obtained 750 responses from Turkish consumers through a survey and analyzed the data using the maximum-likelihood estimation technique with structural equation modeling.FindingsThis study discovered that perceived brand globalness and perceived brand localness are critical components that drive brand attitude, influencing consumers' WOM toward global and local QSR brands. Similarly, perceived brand globalness and perceived brand localness are important brand attributes influencing consumer WOM. Importantly, this study found the significant effects of perceived brand origin on brand attitude mainly toward perceived local brands compared to global QSR brands. Although this study did not uncover the influence of consumer ethnocentrism as expected. However, these insights may assist global and local managers to rethink their strategies toward Turkish consumer settings.Research limitations/implicationsThis study was conducted exclusively in Turkey. However, additional studies in other countries, such as the comparative Asian versus European consumers' perspectives, may be considered to generalize the findings.Practical implicationsThis study provides recommendations to global and local managers to support them in designing and executing several brand positioning strategies in the QSR industry.Originality/valueThis novel study contributes to the accessibility diagnostic theory and signaling theory by examining consumers' perceptions of local and global brands.

The Strategies of Expanding Brand Awareness: A Case Study on Traditional Coconut Tree Brand

With the advancement of the Internet and new media, an increasing number of trendy brands enter the market and have an impact on the original companies. Many traditional, time-honored companies are suffering development hurdles and crises. This is also a concern for Hainan Coconut Tree, a historic Chinese brand of high-quality coconut water and coconut snacks. Using the coconut brand as a case study, this paper investigates how traditional companies increase brand recognition in today's context and makes recommendations for the coconut brand's development in terms of packaging design, new media marketing, brand co-branding, and other factors. The following are the study's findings: This paper advises that the Coconut Tree brand keep its original brand style and launch limited packaging in different months. Make more creative use of social media platforms and engage in more "interactive positive marketing" to include cultural history and connotation into business exposure. More brand co-branding with distinct designs, co-branding brands preferred by various consumer groups, and launch-related co-branding peripherals should be launched. Through research and analysis, this article covers the research vacuum for the coconut tree brand in new media Internet marketing design and strives to provide conventional companies with marketing design development proposals that are useful to brand development.

Analysis of drug list used in E Hospital in 2021

Objective: General analysis and analysis according to ABC/VEN of drugs list (DL) used at Hospital E (HE) from January 1, 2021 to December 31, 2021 by retrospective analysis. Research subjects and methods: Descriptive and retrospective study of all DL used at Hospital E from January 1 to December 31, 2021, drug use report of Hospital E in 2021 and related documents regarding DL of Hospital E from January 1 to December 31, 2021. Exploiting data at the Faculty of Pharmacy Hospital E, combined with exploiting the DL management software of the Faculty of Pharmacy, Hospital E in 2021. Results: The structure of DL HE in 2021 includes 566 drugs divided into 28 groups of pharmacological effects (PE), foreign drugs dominate over domestic drugs, single-component drugs account for a larger proportion, parenteral drugs, infusion predominates. According to ABC analysis: Group A accounted for 77.38% of value with 112 drugs divided into 19 groups of physical exercise. Group B accounted for 15.03% of value with 113 drugs divided into 22 groups PE. Group C accounted for 7.59% of value. According to VEN analysis: the vital drugs (V) have 105/566 drugs, accounting for 18.55% of the items. Essential drugs (E) have 401/566 drugs, accounting for 70.85% of items. Non-essential drugs (N) have 60/566 drugs, accounting for 10.60% of the items. According to the ABC/VEN matrix: The most important group (I): including AV, AE, AN, BV, CV: 35.87% items, 80.55% value. The important group (II): including BE, BN, CE: 58.65% items, 18.55% value. The less important group (III): CN: 5.48% items and 0.90% value. Key words: Drugs List (DL); Hospital E (HE); ABC/VEN matrix; Original brand name medicine (OBNM).

Influence of Brand Origin on Consumer Buying Behaviour in the Indian Context

The origin of brands across geographies has always remained a fascination for many consumers around the world. Although easing of restrictions on borders has made almost any brand made anywhere in the world find a convenient place to be sold at any other geographic location far or distant, the craze in some consumers of having an ‘imported’ brand still remains, although that brand may have been manufactured nearby within their country in a franchisee manufacturing unit which the consumer never knows. The phenomenon called as acquiring an ‘imported’ brand has got re-defined with the easing of WTO restrictions since 2001, whereupon there is no restriction on anything sold anywhere after being manufactured anywhere in the world. This article looks into the various aspects related to the consumer buying behaviour for so-called imported or foreign origin brands and to what extent this imported tag or foreignness tag plays a role in making consumers like it.

Counterfeits can benefit original products when people are caught using counterfeits

AbstractExisting literature has examined the influence of a counterfeit on the original brand in the prior or middle purchase phases. Our work aims to expand the literature by analyzing the post‐purchase phase of counterfeit consumption. In four studies, we examine the effects of product message appeal (symbolic vs. utilitarian) and self‐construal (interdependent vs. independent) on preference changes and purchase intentions of consumers toward original products when they are caught using counterfeits. Individuals with interdependent (vs. independent) self‐construal are more likely to increase their preference and purchase intention for original products after being caught using symbolic rather than utilitarian counterfeits. Moreover, face restoration mediates the interaction effect between product message appeal and self‐construal on the purchase intent of consumers in procuring original products. The patterns are consistent in both hypothetical scenarios and counterfeit consumption experience. Our work suggests that companies or brand, whose products are often copied or imitated should pay more attention to establishing their unique characteristics and the primary value of their product delivered to the consumers through product design and marketing mix strategies.

Advancing brand origin concept through the reverse country of origin effect

Product origin dispersion around the world in today's globalized market has aroused interest in depicting brand origin in more detail, the latter being considered a more distinctive cue of product origin. Due to the fact that the impact of product origin location on product evaluation has already been established many times, the purpose of this paper is to offer new insights into the less researched, reverse country of origin effect. More specifically, this paper deals with the impact of product attitude on the evaluation of brand origin, latter being viewed through the brand's country image and cultural background. Since this research is an exploratory one by nature, the PLS-SEM methodology was utilized, while the data collection was done through a questionnaire, through which 154 students from two Croatian universities belonging to generation Z completed the questionnaire successfully. The results point that brand attitude mediates the impact of product attitude on brand origin, implying that brand managers have to pay even more attention to product development strategies today, since favorable consumers’ product and brand attitudes can have a spillover effect on the image of an entire country. The results of this research point to several practical implications for brand managers. The first is the fact that each product in a brand's portfolio must be optimal, as respondents showed that product attitudes influences brand attitudes directly. Brand managers need to keep in mind that consumers' product attitudes can be a whole set of triggers for thinking about the origin of a particular brand and forming attitudes toward the origin of that brand based on their own experiences or product perceptions. Finally, the results suggest not only that product attitude influences the components of brand origin, but also that products that reflect the values of their origin help to build a favourable image of brand origin. This paper gives a broader perspective to the country of origin effect studies, but also contributes to further brand origin conceptualization by observing the brand origin framework through both country and culture of brand origin.

“Chemical Courage”: A Review on Pharmacotoxicological Aspects of Fenethylline (Captagon)

Fenethylline (Captagon) is a synthetic psychostimulant drug was synthesized in Germany in 1961. It is a combination of amphetamine and theophylline molecules and having central nervous system (CNS) stimulant effects similar to the amphetamine-type stimulants (ATS). First it used as a milder alternative of ATS in treatment of Attention Deficit Hyperactivity Disorder (ADHD) in children, narcolepsy and depression in Germany and the United States (US). In 1981, Fenethylline classified as a schedule I controlled substance and was banned in the US because of side effects including hallucinations, psychosis and visual distortions. The drug became illegal in most countries in 1986 after being listed by the World Health Organization (WHO). However, it is now a prominent drug of abuse in the Eastern Mediterranean Region (EMR). Recently, the drug manufactured as street drug in clandestine laboratories with its original brand as called Captagon in EMR countries. Captagon promotes euphoria, feeling of wellbeing, fearless, insomnia, anorexia and even analgesia and it is emerging as a drug associated with war and terroristic acts in the Middle East by nicknames such as: “Jihadi pill”, “Jihad pill”, “Jihadist’s drug” or “Abu Hilalain” in Arabian countries. It is popular abused drugs in Middle East by soldiers, militants, combatants, terrorists and even civilians. The aim of this review is an overview of pharmacotoxicological aspects of Captagon and its current status as a abused drug in wars and terroristic attacks.

Access to essential medicines used in the management of noncommunicable diseases in Southern Ethiopia: Analysis using WHO/HAI methodology.

This study aims to assess access to essential medicines used in the management of noncommunicable diseases through analysis of the availability, prices, and affordability of these essential medicines in Arba Minch town, Gamo Zone, Southern Ethiopia. A cross-sectional design was carried out using the World Health Organization/health action international methodology between 2 March and 2 May 2023, within public and private healthcare facilities located in Arba Minch town, Southern Ethiopia. The median price ratio served as a metric. Statistical tests like the Shapiro-Wilk and Kolmogorov-Smirnov were utilized to assess the normal distribution of price data. The Wilcoxon-Mann-Whitney U test was also employed to compare median buyer's prices (patient prices) between public and private healthcare institutions. Treatment affordability was determined by estimating the number of days' wages required by the lowest-paid government employee in Ethiopia to afford the prescribed medication regimen. Among 23 health facilities surveyed, the pooled availability of essential medicine used in the management of noncommunicable diseases was 18.7% (range: 0%-30.1%), with the public and private facilities contributing 16.3% and 38.3%, respectively. The overall percentage of availability originator brand versions was 1.1% for overall health sectors, 0.6% for public sectors, and 1.2% for private sectors. The overall percent availability of lowest price generics was 36.2% (range: 0%-26.2%; public: 32.0%; private: 37.1%). Only seven lowest price generics satisfied the World Health Organization target of 80% and above. The overall median price of lowest price generic medicines in private was two times higher than in public sectors. The top five median price scorers were amlodipine, furosemide, insulin, beclomethasone, and salbutamol. The Mann-Whitney U test showed that 11.6% of lowest price generics medicines had a statistically significant median price disparity between the public and private sectors (p < 0.05). The overall percent of unaffordability was found to be 100.0%, (public: 70.4; private: 100.0%). This study revealed the limited availability and potential financial burdens on patients seeking essential noncommunicable disease medications. Limited availability suggests the need for better supply chain management and consistent stock availability. The price disparities and affordability challenges identified underscore the necessity for policy interventions such as price regulation and subsidized programs to ensure equitable access to essential noncommunicable disease medications in Arba Minch town, Southern Ethiopia.

Choice of Cost Reduction Mode in a Contract Manufacturing Supply Chain with Substitutable Products

Cost reduction investment is relevant for manufacturers to achieve competitive advantage. This article investigates the choice of cost reduction mode in a supply chain with one original brand manufacturer (OBM) whose product incurs common and dedicated costs and one contract manufacturer (CM) offering substitutable products. The CM sharing OBM's investment spillover may be worse off with strong spillover. A costly common component may not lead the OBM to reduce common cost, especially when its investment substantially spills over to the CM. This spillover causes intense competition so that the OBM reduces dedicated cost; this choice also applies to a costly dedicated component. The OBM is incentivized to reduce common cost if the common component is costly and the spillover is weak. This article further analyzes the case that the CM invests in cost reduction and finds its mode choice opposite to the OBM's because of the direct benefits of cost reduction. Even with a costly dedicated component and strong spillover, the CM does not necessarily reduce dedicated cost but it reduces common cost. The OBM's and CM's investments may create a win–win mode.

Towards a collaborative notion of Utopia

scopio Architecture, Art and Image publication corresponds to a novel encompassing focus and a renewed international team integrating the Editorial Team and Scientific Committee of this periodical publication. scopio AAI publication is now focused on the dissemination of the themes of Architecture, Art, Image (AAI), integrated into a dynamic information space called AAI 2 Lab linked to scopionetwork and AAI research group. The physical and online publication being innovative ensures the continuity of the scopio's original graphic identity and brand. An open access, annual, and research orientated publication that aims to offer critical, explorative and informative text capable of reaching an interdisciplinary audience, making it accessible to criticism and discussion around the universe of AAI, namely to debate / (re) think Architecture, Art and Image in contemporaneity. Scopio AAI will be governed annually by a major theme of interest and Utopia is the focus of the the first theme of Scopio AAI, which will challenge our understanding of this concept exploring ways to reanalyse the Utopian thinking within the complex societies of nowadays. (...)

Perceived Brand Authenticity as the Answer to Global Crises

Purpose: The aim of the article is to assess the impact of perceived brand authenticity and its different dimensions on the brand choice of young consumers. Design/methodology/approach: The experiment was applied in the study. A sample of 180 Polish young respondents from Lodz region participated in the study in December 2022. Findings: The research results confirm that perceived brand authenticity positively affects the brand choice in case of young consumers, even if a higher price is applied. The most important PBA dimension in the case of mineral water is the brand naturalness. The study also proved that the brand origin can increase the perceived brand authenticity. Research limitations/implications: The sample is limited to young consumers and the studied brands represent only 1 category of products. Originality/value: The key dimensions of perceived brand authenticity important for young Polish consumers were identified for the brand representing the food sector.

Private sector availability and affordability of under 5 malaria health commodities in selected states in Nigeria and the Federal Capital Territory.

To guarantee uninterrupted service delivery, quality-assured products must be affordable and continuously available across all sectors, including the private sector, which provides more than 60% of healthcare services in Nigeria. We investigated the private sector availability and affordability of under 5 malaria commodities to establish the level of access in this sector. We surveyed patent medicine and pharmacy stores across seven states in Nigeria and the Federal Capital Territory to establish the availability and affordability of selected malaria commodities for children under 5 years. Availability was measured as the percentage of visited outlets with the product of interest on the day of visit, while affordability was assessed by establishing if it cost more than a day's wage for the least-paid government worker to purchase a full course of malaria diagnostic test and/or medication. Artemisinin-based antimalarials for uncomplicated and severe malaria were the most available commodities. SPAQ1 and SPAQ2 used for seasonal malaria chemoprevention campaign were surprisingly also available in some outlets. However, only about half (48.3% and 53.3%) of the surveyed outlets had stock of artemether/lumefantrine (AL1) and artesunate injection, respectively. The median price of surveyed products ranged from USD (United States Dollars) 0.38 to USD 2.17 per treatment/test. Except for amodiaquine tablet and artemether injection, which cost less, all other originator brands cost the same or more than the lowest-priced generic. Antimalarial products were affordable as their median prices were not more than a day's wage for the least-paid government worker. However, when the cost of testing and treatment with artemisinin-based combination therapies (ACTs) was assessed, testing and treatment with dihydroartemisinin/piperaquine were unaffordable as the they cost more than 1.5 times the daily wage of the least-paid government worker. The overall private sector availability of under-five malaria commodities in surveyed locations was suboptimal. Also, testing and treatment with recommended ACTs were not affordable for all surveyed products. These findings suggest the need for interventions to improve access to affordable under-five malaria commodities.

City Brand Marketing and Sustainable Development

This paper takes Zibo Barbecue as an example to discuss the city brand marketing and sustainable development. Through questionnaire survey, this paper investigates the interest and views of tourists on Zibo barbecue. It is concluded that Zibo barbecue can only attract about 43.59% of people to eat barbecue. So, it can be concluded that Zibo barbecue does not attract most people to taste. Therefore, the author predicts that if Zibo launches other attractive cultural or natural attractions on the basis of barbecue, it can attract more tourists' interest in traveling to Zibo. Zibo Municipal Government can transfer the original city brand Zibo Barbecue to Barbecue Based Characteristics of Cultural Tourism City. This can attract tourists interested in barbecue as well as those interested in scenery and culture. Zibo tourism development will be faster and stronger. For example, the government could promote the Zibo Ceramics Museum to attract tourists interested in the traditional craft of making ceramics. It can also strengthen the promotion of Boshan scenic spot. Let the lovers of natural geography, especially karst caves and wetlands understand Zibo and promote Zibo. Finally, the author hopes to help more cities without good city brand planning through this paper, and put forward suggestions on sustainable development of urban tourism and marketing.

Coincidental brand origins influence persuasion based on need for cognition

PurposeMany brands claim they were born by coincidence, yet the effects and contingencies of this communication strategy are little understood by extant marketing research on unexpected events. This study aims to investigate how consumers react to brand communications portraying a coincidental vs planned origin.Design/methodology/approachThis research presents five experimental studies embedding coincidental brand origins into different types of marketing communications (i.e. crowdfunding campaigns, visual ads and brand biographies).FindingsThis research finds that coincidental brand origins increase persuasion (measured as money pledged to a crowdfunding campaign, overall brand equity and purchase intention) but only for consumers high in need for cognition (NFC). This effect is mediated by processing enjoyment, as the intrinsic need for thinking that characterizes high NFC consumers is satisfied by the opportunity to process the coincidence. Further to process, the authors show that explicitly providing an explanation for the coincidence makes the effect disappear, as this deprives high-NFC consumers of the opportunity to autonomously engage in and enjoy the cognitive process.Practical implicationsBrand managers able to leverage coincidences in their storytelling efforts should target high-NFC consumers and should not provide an explanation for the coincidences.Originality/valueThis research advances the limited literature on how consumers react to coincidences in a marketing context, the understanding of how brand communication strategies persuade consumers through information processing and the NFC literature.

The impact of boundary conditions on the relationship between value creation and value appropriation in buyer-supplier relationships

Purpose This study aims to investigate whether higher value creation leads to higher value appropriation and to identify the boundary conditions in a buyer–supplier relationship that can explain why a particular supplier can appropriate higher value than others. Design/methodology/approach The study uses questionnaire surveys. The sample of the survey has 150 publicly-listed supplier firms in Taiwan. The unit of analysis is the buyer–supplier relationship. Findings In the buyer–supplier relationship, suppliers’ bargaining power, partnership and a supplier’s original brand manufacturing (OBM) business can strengthen the positive relationship between value creation and value appropriation. Research limitations/implications This study adopts the unilateral viewpoint of suppliers; however, some constructs might require dyadic evaluation. This study only explores the spillover effect of OBM business on the relationship between value creation and appropriation. Practical implications The spillover effect of a supplier’s OBM business in a buyer–supplier relationship allows the buyer to share more common benefits and the supplier to capture more private benefits as compensation. By broadening its customer base, a supplier can increase its bargaining power. A supplier can also maintain a strategic partnership with each essential buyer. Originality/value To avoid the dark-side effect of partnership, the model provides the contingency that a supplier can capture more value from a buyer–supplier relationship.