Empirical models of manufacturer-retailer interaction: A review and agenda for future research

K.H. Ailawadi, E.T. Bradlow, M. Draganska, V. Nijs, R.P. Rooderkerk, K. Sudhir, K.C. Wilbur, J. Zhang

Research output: Contribution to journalArticleScientificpeer-review

418 Downloads (Pure)

Abstract

The nature of the interaction between manufacturers and retailers has received a great deal of empirical attention in the last 15 years. One major line of empirical research examines the balance of power between them and ranges from reduced form models quantifying aggregate profit and other related trends for manufacturers and retailers to structural models that test alternative forms of manufacturer-retailer pricing interaction. A second line of research addresses the sources of leverage for each party, e.g., trade promotions and their pass-through, customer information from loyalty programs, manufacturer advertising, productassortment in general, and private label assortment in particular. The purpose of this article is to synthesize what has been learnt about the nature of the interaction between manufacturers and retailers and the effectiveness of each party’s sources of leverage and to highlight gaps in our knowledge that future research should attempt to fill.
Original languageEnglish
Pages (from-to)273-285
JournalMarketing Letters
Volume21
Issue number3
Publication statusPublished - 2010

Fingerprint

Empirical model
Retailers
Agenda
Interaction
Leverage
Customer information
Structural model
Empirical research
Assortment
Loyalty programs
Pass-through
Trade promotion
Profit
Private labels
Reduced-form model
Pricing

Cite this

Ailawadi, K. H., Bradlow, E. T., Draganska, M., Nijs, V., Rooderkerk, R. P., Sudhir, K., ... Zhang, J. (2010). Empirical models of manufacturer-retailer interaction: A review and agenda for future research. Marketing Letters, 21(3), 273-285.
Ailawadi, K.H. ; Bradlow, E.T. ; Draganska, M. ; Nijs, V. ; Rooderkerk, R.P. ; Sudhir, K. ; Wilbur, K.C. ; Zhang, J. / Empirical models of manufacturer-retailer interaction : A review and agenda for future research. In: Marketing Letters. 2010 ; Vol. 21, No. 3. pp. 273-285.
@article{8cf81b4af2e9485ba5f594711f81ad46,
title = "Empirical models of manufacturer-retailer interaction: A review and agenda for future research",
abstract = "The nature of the interaction between manufacturers and retailers has received a great deal of empirical attention in the last 15 years. One major line of empirical research examines the balance of power between them and ranges from reduced form models quantifying aggregate profit and other related trends for manufacturers and retailers to structural models that test alternative forms of manufacturer-retailer pricing interaction. A second line of research addresses the sources of leverage for each party, e.g., trade promotions and their pass-through, customer information from loyalty programs, manufacturer advertising, productassortment in general, and private label assortment in particular. The purpose of this article is to synthesize what has been learnt about the nature of the interaction between manufacturers and retailers and the effectiveness of each party’s sources of leverage and to highlight gaps in our knowledge that future research should attempt to fill.",
author = "K.H. Ailawadi and E.T. Bradlow and M. Draganska and V. Nijs and R.P. Rooderkerk and K. Sudhir and K.C. Wilbur and J. Zhang",
year = "2010",
language = "English",
volume = "21",
pages = "273--285",
journal = "Marketing Letters",
issn = "0923-0645",
publisher = "Springer New York",
number = "3",

}

Ailawadi, KH, Bradlow, ET, Draganska, M, Nijs, V, Rooderkerk, RP, Sudhir, K, Wilbur, KC & Zhang, J 2010, 'Empirical models of manufacturer-retailer interaction: A review and agenda for future research', Marketing Letters, vol. 21, no. 3, pp. 273-285.

Empirical models of manufacturer-retailer interaction : A review and agenda for future research. / Ailawadi, K.H.; Bradlow, E.T.; Draganska, M.; Nijs, V.; Rooderkerk, R.P.; Sudhir, K.; Wilbur, K.C.; Zhang, J.

In: Marketing Letters, Vol. 21, No. 3, 2010, p. 273-285.

Research output: Contribution to journalArticleScientificpeer-review

TY - JOUR

T1 - Empirical models of manufacturer-retailer interaction

T2 - A review and agenda for future research

AU - Ailawadi, K.H.

AU - Bradlow, E.T.

AU - Draganska, M.

AU - Nijs, V.

AU - Rooderkerk, R.P.

AU - Sudhir, K.

AU - Wilbur, K.C.

AU - Zhang, J.

PY - 2010

Y1 - 2010

N2 - The nature of the interaction between manufacturers and retailers has received a great deal of empirical attention in the last 15 years. One major line of empirical research examines the balance of power between them and ranges from reduced form models quantifying aggregate profit and other related trends for manufacturers and retailers to structural models that test alternative forms of manufacturer-retailer pricing interaction. A second line of research addresses the sources of leverage for each party, e.g., trade promotions and their pass-through, customer information from loyalty programs, manufacturer advertising, productassortment in general, and private label assortment in particular. The purpose of this article is to synthesize what has been learnt about the nature of the interaction between manufacturers and retailers and the effectiveness of each party’s sources of leverage and to highlight gaps in our knowledge that future research should attempt to fill.

AB - The nature of the interaction between manufacturers and retailers has received a great deal of empirical attention in the last 15 years. One major line of empirical research examines the balance of power between them and ranges from reduced form models quantifying aggregate profit and other related trends for manufacturers and retailers to structural models that test alternative forms of manufacturer-retailer pricing interaction. A second line of research addresses the sources of leverage for each party, e.g., trade promotions and their pass-through, customer information from loyalty programs, manufacturer advertising, productassortment in general, and private label assortment in particular. The purpose of this article is to synthesize what has been learnt about the nature of the interaction between manufacturers and retailers and the effectiveness of each party’s sources of leverage and to highlight gaps in our knowledge that future research should attempt to fill.

M3 - Article

VL - 21

SP - 273

EP - 285

JO - Marketing Letters

JF - Marketing Letters

SN - 0923-0645

IS - 3

ER -

Ailawadi KH, Bradlow ET, Draganska M, Nijs V, Rooderkerk RP, Sudhir K et al. Empirical models of manufacturer-retailer interaction: A review and agenda for future research. Marketing Letters. 2010;21(3):273-285.