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Economic impact of category captaincy: an examination of assortments and prices

Viswanathan, Madhu, Narasimhan, Om and John, George (2020) Economic impact of category captaincy: an examination of assortments and prices. Marketing Science. ISSN 0732-2399

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Identification Number: 10.1287/mksc.2020.1251

Abstract

We empirically investigate the impact of category captaincy, an arrangement where the retailer works exclusively with a manufacturer to manage both the manufacturer’s and his rivals’ products. Using a unique data set that contains information on category captaincy as well as SKU-store-level sales and price across 24 retail chains and eight local markets in the United States for a frozen food category, we quantify the impact of captaincy on prices, assortments, profits, and consumer welfare. Interestingly, our estimates suggest that captaincy can lead to welfare gains for consumers, which argues against a purely negative view of captaincy by policy makers.

Item Type: Article
Official URL: https://pubsonline.informs.org/journal/mksc
Additional Information: © 2020 INFORMS
Divisions: Management
Subjects: H Social Sciences > HF Commerce
H Social Sciences > HD Industries. Land use. Labor
Date Deposited: 21 Oct 2020 09:00
Last Modified: 24 Nov 2020 15:48
URI: http://eprints.lse.ac.uk/id/eprint/107034

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