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首页> 外文期刊>Managerial and decision economics: The international journal of research and progress in management economics >The effect of entrant brand's ownership on national brands' positioning strategies
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The effect of entrant brand's ownership on national brands' positioning strategies

机译：参赛者品牌所有权对民族品牌定位策略的影响

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>National brand manufacturers face the threat of new product entry from not only their traditional competitors (other national brand manufacturers) but also from their own customers (the retailer). We compare how national brands can limit the loss due to entry of these two types of entrants by positioning of their brands. Our results show that national brands position farther from one another when the new entrant is a store brand than when the entrant is another national brand. We also find that due to different positioning strategies of these two types of entrant brands—the entrant store brand positioning “in‐between” incumbent national brands whereas the entrant national brand positioning “away” from incumbent national brands—incumbent national brands may lose more from the entry of a weaker store brand than from the entry of a stronger national brand. Finally, we find that taking into consideration both pricing and product positioning decisions, consumer and social welfare are generally higher from store brand entry than from national brand entry.
机译： >国家品牌厂商面临新产品进入的威胁不仅是他们的传统竞争对手（其他国家品牌制造商），而且来自他们自己的客户（零售商）。我们比较国家品牌如何通过定位其品牌进入这两种进入者的损失来限制损失。我们的研究结果表明，当新进入者是商店品牌时，国家品牌距离彼此更远，而不是当参赛者是另一个国家品牌。我们还发现，由于这两种类型的参赛者品牌的不同定位策略 - 参赛者商店品牌定位“在”现任国家品牌之间，而现任国家品牌的参赛者国家品牌定位“远离”现任国家品牌可能会失去更多从较弱的商店品牌的进入，而不是从更强大的国家品牌的进入。最后，我们发现，考虑到定价和产品定位决策，消费者和社会福利普遍从商店品牌入口较高，而不是国家品牌入口。

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