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Assessing the Competitive Interaction between Private Labels and National Brands
Ronald W. Cotterill, William P. Putsis, Jr. and Ravi Dhar
The Journal of Business
Vol. 73, No. 1 (January 2000), pp. 109-137
Published by: The University of Chicago Press
Stable URL: http://www.jstor.org/stable/10.1086/209634
Page Count: 30
You can always find the topics here!Topics: House brands, National brands, Market prices, Prices, Elasticity of demand, Price elasticity, Brands, Price elasticity of demand, Marketing, Cross elasticity of demand
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In this article, we employ the Linear Approximate Almost Ideal Demand System (LA/AIDS), and specify price reaction equations derived under the LA/AIDS specification. We perform intra‐category analyses using data on six individual categories, as well as a pooled analysis on a sample of 125 categories and 59 geographic markets. We find that consumer response to price and promotion decisions (demand) and firm pricing behavior (supply) jointly determine observed market prices and market shares. Further, estimates of residual demand elasticities suggest that examination of partial demand elasticities alone may provide an incomplete picture of the ability of brands to raise price.
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