Abstract At present, private brand has been a prominent character in retailing. Private brand not only is differentially competitive means among retailers, but also increases retailer’s bargaining power in the vertical structure. Private brand has likely anticompetitive harms and likely procompetitive benefits, the end welfare effects need to be judged on a case-by-case basis by anti-trust bureaucracy.
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Received: 09 July 2007
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Corresponding Authors:
Zhao Bo
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