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Investigating The Effects Of Store-Brand Introduction On Retailer Demand And Pricing Behavior, Pradeep K. Chintagunta, Andre Bonfrer, Inseong Song
Investigating The Effects Of Store-Brand Introduction On Retailer Demand And Pricing Behavior, Pradeep K. Chintagunta, Andre Bonfrer, Inseong Song
Research Collection Lee Kong Chian School Of Business
The effects of the introduction of a store-brand into a particular product category are studied. The paper focuses on the effect of store-brand introduction on the demand as well as on the supply side. On the demand side, the changes in preferences for the national brands and price elasticities in the category are investigated. On the supply side, the effects of the new entrant on the interactions between the national brand manufacturers and the retailer introducing the store brand are studied, including how these interactions influence the retailer's pricing behavior. In doing so, it is possible to test whether the …
Technology Selection And Commitment In New Product Development: The Role Of Uncertainty And Design Flexibility, V. Krishnan, Shantanu Bhattacharya
Technology Selection And Commitment In New Product Development: The Role Of Uncertainty And Design Flexibility, V. Krishnan, Shantanu Bhattacharya
Research Collection Lee Kong Chian School Of Business
Selecting the right technologies to incorporate in new products is a particularly challenging aspect of new product definition and development. While newer advanced technologies may offer improved performance, they also make the product development process more risky and challenging. In this paper, we focus on the problem of technology selection and commitment under uncertainty, a major challenge to firms in turbulent environments. We argue that the ''pizza-bin'' approach of rejecting prospective technologies outright may not serve firms well when the pressure to differentiate products is enormous. After motivating the challenges and decisions facing firms using a real-life application from Dell …