Antitrust & Competition Policy Blog

Editor: D. Daniel Sokol
University of Florida
Levin College of Law

Tuesday, October 10, 2017

Private Label Positioning and Product Line

Stephanie Caprice has written Private Label Positioning and Product Line.

ABSTRACT: This article examines (i) how retailers position private label products, (ii) why private labels are sold in some product categories but not in others, and why some national brand products may have difficulty in accessing retailers' shelves, (iii) why some private label products are positioned as "premium" brands, and (iv) how consumers' surplus and total welfare are affected by private labels. We find that private label positioning leads to less differentiation in product category, which structurally changes a retailer's product line in return. Consumer welfare and total welfare are lower.

http://lawprofessors.typepad.com/antitrustprof_blog/2017/10/private-label-positioning-and-product-line.html

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