Effects of the Private‐Label Invasion in Food Industries
利用超市扫描数据检验行业期刊关于自有品牌食品入侵的假设，发现名牌企业并未如传统观点那样降价、促销或差异化来防御。
Abstract Using supermarket scanner data, we test a variety of hypotheses from trade journals about the invasion of private‐label food products. According to conventional industry wisdom, name‐brand firms defended their brands against new private‐label products by lowering their prices, engaging in additional promotional activities, and increasingly differentiating their products. Our empirical evidence is inconsistent with these beliefs.