カナザワ,ユウイチロウ   KANAZAWA, Yuichiro
  金澤 雄一郎
   所属   国際基督教大学教養学部 アーツ・サイエンス学科
   職種   教授
言語種別 英語
発行・発表の年月 2016/08
形態種別 研究論文
査読 査読あり
標題 Is product with a special feature still rewarding? The case of the Japanese yogurt market
執筆形態 共著
掲載誌名 Cogent Economics & Finance
掲載区分国外
出版社・発行元 Taylor & Francis
巻・号・頁 4(1)
著者・共著者 Tomohito KAMAI
概要 Manufacturers of packaged consumer goods strive to develop a new product with a special feature that could provide additional value to consumers. However, it is less clear whether such an effort is still rewarding in terms of margin if manufacturers are losing power to retailers as some have argued. To investigate this issue, we conduct an economic analysis in the Japanese yogurt market incorporating strategic interaction between manufacturers and a retailer as well as between manufacturers by extending the framework employed in the earlier literature to suit the retailer Stackelberg game which can reflect the possible power shift from manufacturers to retailers. We find the manufacturers’ margins on special featured brands are larger than those on the others; In the course of this research, we successfully portray the symmetrical relationship between manufacturer and retailer Stackelberg games, whereby the vertical Nash game is located in the midpoint of those two games.
DOI 10.1080/23322039.2016.1221231