Abstract:Purpose
Responding to the store brand (SB) introduction by the retailer, the manufacturer may adopt the strategic choice of incorporating the fairness concern behavior of the retailer. This paper aims to examine how the manufacturer can counteract the retailer’s SB introduction by strategically choosing to or not to incorporating the retailer’s fairness concern.
Design/methodology/approach
This paper considers the SB introduction problem in a two-echelon supply chain consisting of one manufacturer and one re… Show more
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