Effects of the private-label invasion in food industries

Michael Ward, Jay P Shimshack, Jeffrey M Perloff, J Michael Harris

Research output: Contribution to journalArticleResearchpeer-review

94 Citations (Scopus)


Using supermarket scanner data, we test a variety of hypotheses from trade journals about the invasion of private?label food products. According to conventional industry wisdom, name?brand firms defended their brands against new private?label products by lowering their prices, engaging in additional promotional activities, and increasingly differentiating their products. Our empirical evidence is inconsistent with these beliefs.
Original languageEnglish
Pages (from-to)961 - 973
Number of pages13
JournalAmerican Journal of Agricultural Economics
Issue number4
Publication statusPublished - 2002
Externally publishedYes

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