Private labels and international trade : Trading variety for volume

  • Emily Blanchard Tatyana Chesnokova Gerald Willmann
  • Published 2013
This paper explores the role of pooled-producer, e.g. private label, trade intermediation in shaping the range and diversity of exports. Direct sales maintain a firm's unique product characteristics (`brand equity'), whereas trade through an intermediary can take two forms — either a wholesaling arrangement that (also) maintains the exporter's unique brand… CONTINUE READING