研究者情報 | 神奈川大学

カナザワ　ユウイチロウ Kanazawa Yuichiro 金澤　雄一郎所属神奈川大学経済学部経済学科/現代ビジネス学科職種教授
言語種別	英語
発行・発表の年月	2016/08
形態種別	学術雑誌
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 and Finance
掲載区分	国外
出版社・発行元	Taylor & Francis
巻・号・頁	4(1)
担当区分	責任著者
著者・共著者	◎Tomohito KAMAI, Yuichiro KANAZAWA
概要	Manufacturers of packaged consumer goods strive to develop a new product with a distinctive feature that could provide additional value to consumers. However, as some have argued, it is less clear whether such an effort is still rewarding in terms of margin if manufacturers are losing power to retailers. 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 incorporate the retailer Stackelberg game. This framework can reflect the possible power shift from manufacturers to retailers. We find the margin of manufacturers on special featured brands are larger than those on the others. In 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	https://doi.org/10.1080/23322039.2016.1221231
ISSN	23322039