Many studies attention has been given to the recent market structure in which distributors preserve equal or strong power than manufacturers do in retailing. This study attempts to alter the current research which still lacks the viewpoint of the region distributor regarding to the upstream manufacturer intending to develop a new brand. The empirical surveys finding, as an internal decision-making factor, the distributor considers that the existing external business competitive posture is more important than the team up with the upstream manufacturer new brand campaign. On the other hand, the implication of the trade-offs decision-making in the case company’s brand strategy of utilizing game theory is discussed.
ICIC Express Letters, Part B: Applications 2(4), pp.885-889