TRADITIONAL MARGINS AND THE IMPACT OF A COST‐SAVING INNOVATION
研究发现零售商倾向于维持传统加成率，即使产品改进降低了浪费，导致创新后生产者销量和价格下降，消费者受益，零售商利润率上升，生产者反而受损。
Retailers tend to have a traditional level of mark‐up and to charge the same mark‐up even if the product is improved so that waste is reduced. Under these circumstances the result of improving a product is that producers sell less at a lower price, consumers buy more at a lower price and retailers obtain a larger percentage margin. The producers suffer as a result of their innovation. Excess capacity at retail may be caused.