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Brand proliferation and inter-brand competition The strategic role of transfer pricing推荐
The current issue and full text archive of this journal is available at
/0144-3585.htm
JES Brand proliferation and
35,3
inter-brand competition
The strategic role of transfer pricing
278
Leonard Fong-Sheng Wang
Department of Applied Economics, National University of Kaohsiung,
Received September 2006 Kaohsiung, Taiwan, and
Accepted June 2007
Ya-Chin Wang
Department of Finance and Banking, Kun Shan University,
Yung-Kang City, Taiwan
Abstract
Purpose – This paper first attempts to analyze the issue of brand proliferation by a monopolist
allowing transfer pricing as a channel to bridge headquarters and brand divisions, and then to view
how the headquarters uses transfer pricing as a strategic device to encounter intra-brand competition,
inter-brand competition and cross-border profit-shifting under an oligopolistic market.
Design/methodology/approach – This paper models cross-country interactions in a Cournot-Nash
framework, and characterizes equilibrium that involves both transfer pricing and output decision.
MNE’s behavior is based on a two-stage process in which the centralized headquarters’ prior action on
setting transfer pricing is to backup the decentralized subsidiaries in their o
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