Shades of gray??the impact of gray markets on authorized distribution channels |
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Authors: | Ying Xiao Udatta Palekar Yunchuan Liu |
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Institution: | (1) College of Business, University of Illinois at Urbana-Champaign, 350 Wohlers Hall, 1206 South Sixth Street, Champaign, IL 61820, USA |
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Abstract: | Gray markets refer to the diversion of unauthorized products from a market or channel with low prices to another market or
channel with higher prices. In this paper, we study the effects of gray markets on the profitability of distribution channel
members under different channel structures with different parallel importer identities. We show that a manufacturer can benefit
from parallel importation by a third party or by an authorized dealer. However, channel structure is critical in determining
both who benefits and the mechanism by which this benefit occurs. In addition, we show whether the parallel importer is a
third party or a retailer has significant effects on channel members’ profits. Although this research is motivated by international
marketing practices, the modeling approach and the results apply more generally to cases where a manufacturer sells to different
customer segments at different prices. |
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