Can platform enablement promote the store brand encroachment?
Platform enablement means that the platform helps enhance the supplier's competitive advantage by sharing key resource capabilities.In addition to selling the supplier's national brand,the platform also competes with the supplier by introducing his store brand.This paper explores the impact of platform enablement on store brand introduction under the reselling mode and agency selling mode.The results show that the platform should introduce a store brand as long as the production efficiency disadvantage of the store brand is not sufficiently pronounced.In addition,the store brand may benefit the supplier and lead to pareto improvement under both reselling and agency selling modes.However,under the reselling mode the competition dampening effect and enablement increasing effect are the main factors,while the agency selling mode involves transfer-incentive effect and enablement increasing effect.Platform enablement is a dominant strategy for the platform,which promotes store brand encroachment.The platform and supplier may have a consistent preference for the agency selling mode,and the platform enablement strengthens this preference.
万方数据
维普
