In emerging markets, private label growth has not kept pace with the growth in private labels elsewhere. In Europe and North America, private labels now constitute an average of 35% of total retail market share, but market shares vary between 1% and 8 % in emerging markets. Existing explanations for this observation do not account for the unique nature of manufacturer-retail relationships in emerging economies. That is, in most emerging economies, national brand manufacturers tend to be the sole producers of private labels. We investigate whether national brand manufacturers possess bargaining power relative to retail buyers and, if so, we examine how this may affect private label market shares. The results show that dominant manufacturers set relatively high wholesale prices for private labels, which in turn leads to higher-priced private label products, and low private label market shares.

中文翻译：

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在均衡框架下评估制造商实力对自有品牌市场份额的影响

在新兴市场，自有品牌的增长未能跟上其他地方自有品牌的增长速度。在欧洲和北美，自有品牌目前平均占总零售市场份额的 35%，但在新兴市场，其市场份额在 1% 到 8% 之间。对此观察结果的现有解释并未考虑新兴经济体制造商与零售关系的独特性质。也就是说，在大多数新兴经济体中，民族品牌制造商往往是自有品牌的唯一生产商。我们调查国内品牌制造商相对于零售买家是否拥有议价能力，如果是的话，我们研究这可能如何影响自有品牌的市场份额。结果表明，占主导地位的制造商为自有品牌设定了相对较高的批发价格，从而导致自有品牌产品价格较高，而自有品牌市场份额较低。