تطابق برندینگ اختصاصی و منبع یابی خارجی
ترجمه نشده

تطابق برندینگ اختصاصی و منبع یابی خارجی

عنوان فارسی مقاله: تطابق برندینگ اختصاصی و منبع یابی خارجی: آیا مدیریت انگیزگی وجود دارد؟
عنوان انگلیسی مقاله: The coincidence of private branding and foreign sourcing: Is there a causality direction?
مجله/کنفرانس: مجله تحقیقات کسب و کار - Journal Of Business Research
رشته های تحصیلی مرتبط: مدیریت
گرایش های تحصیلی مرتبط: بازاریابی، مدیریت بازرگانی، مدیریت کسب و کار
کلمات کلیدی فارسی: برندینگ خصوصی، منبع یابی خارجی، صنعت خرده فروشی، ویژگی برند، تجزیه و تحلیل هزینه معاملات
کلمات کلیدی انگلیسی: Private branding، Foreign sourcing، Retail industry، Brand specificity، Transaction cost analysis
نوع نگارش مقاله: مقاله پژوهشی (Research Article)
نمایه: Scopus - Master Journals List - JCR
شناسه دیجیتال (DOI): https://doi.org/10.1016/j.jbusres.2019.10.032
دانشگاه: College of Business and Economics, Western Washington University, 516 High Street, Bellingham, WA 98225, USA
صفحات مقاله انگلیسی: 9
ناشر: الزویر - Elsevier
نوع ارائه مقاله: ژورنال
نوع مقاله: ISI
سال انتشار مقاله: 2020
ایمپکت فاکتور: 5/352 در سال 2019
شاخص H_index: 158 در سال 2020
شاخص SJR: 1/684 در سال 2019
شناسه ISSN: 0148-2963
شاخص Quartile (چارک): Q1 در سال 2019
فرمت مقاله انگلیسی: PDF
وضعیت ترجمه: ترجمه نشده است
قیمت مقاله انگلیسی: رایگان
آیا این مقاله بیس است: بله
آیا این مقاله مدل مفهومی دارد: ندارد
آیا این مقاله پرسشنامه دارد: ندارد
آیا این مقاله متغیر دارد: دارد
کد محصول: E14299
رفرنس: دارای رفرنس در داخل متن و انتهای مقاله
فهرست مطالب (انگلیسی)

Abstract

1- Introduction

2- Literature and hypotheses

3- Methods

4- Results

5- Discussion

6- Conclusion

References

بخشی از مقاله (انگلیسی)

Abstract

Private branding, a retail trend whereby products made by unaffiliated manufacturers are sold under the private brands owned by retailers, has coincided with another trend known as foreign sourcing, whereby retailers outsource products from foreign manufacturers. Prior studies have tended to treat private branding and foreign sourcing as two separate trends without paying much attention to their coincidence. In this paper, we take a transaction cost approach to explore why the two retail trends coincide and whether there is a causality direction between them. Focusing on the manufacturer-retailer relationship, we point out that a special case of asset specificity (i.e., brand specificity) can drive up the costs of intra-channel transactions in foreign sourcing, in that private branding serves to neutralize the transaction cost disadvantage of foreign manufacturers and preserve their production cost advantage. Empirical data drawn from a multi-product/single-retailer sample confirm this transaction cost view and reveal a clear causality direction between the two retail trends. Both scholars and managers can derive useful insights from the conceptual framework and empirical evidence presented in this paper.

Introduction

Private brand products are made by unaffiliated manufacturers but sold under the private brands owned by retailers (Fitzell, 1982, 1992; Kumar & Steenkamp, 2007). Since its rise in the 1970s, private branding has become widespread in the retail industry. In the United States, for instance, over 60% of shoppers fill about half of their grocery carts with private brand items (Store brands decisions, 2012). National retail chains such as Target and Whole Foods have introduced private brands in many product categories (Intelligence Node, 2017). The rise of private branding has attracted the attention of marketing researchers, who tend to treat it as a store-level tactic for retailers to reach certain market segments (Ailawadi, Pauwels, & Steenkamp, 2008; Kamakura & Russell, 1989; Steenkamp & Dekimpe, 1997). Simultaneously, the last four decades have seen the hollowing out of U.S. manufacturing sectors, in that retail chains have increasingly moved from domestic to foreign suppliers to fill their store shelves (Doh, 2005; Li, Murray, & Scott, 2000; Raa & Wolff, 2001). The practice of foreign sourcing can be handily explained through trade theories at the country level—that is, retailers are expected to source more from foreign suppliers because the United States is losing comparative advantages to foreign countries (Melvin, 1985; Ruffin, 1990). The problem is that the decision to use foreign sourcing is not made at the country level. Instead, it is a cost-cutting decision made at the product level. This product-level decision varies substantially across retail chains, in that some choose to source a product internationally; others elect to do so domestically. Yet, the choice between domestic and foreign sourcing has not been analyzed at the firm level in the trade literature.