Title

An Explanation for Partial Forward Integration: Why Manufacturers Become Marketers

Publication Type

Working Paper

Publication Date

2002

Abstract

Manufacturers are seeking new ways to exercise control over how consumers experience their brands and the division of responsibility for manufacturing and marketing activities is getting redefined in the process. A significant number of manufacturers now sell their products through company-owned stores as well as through independent retailers. More interestingly, many do so in direct competition with independent retailers (i.e., the retail stores are physically co-located). We derive conditions under...

Discipline

Marketing

Research Areas

Marketing