Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
1029298 | Journal of Retailing and Consumer Services | 2007 | 10 Pages |
Abstract
An important development that contributes to store brands’ growing success in the grocery market is the increasing number of discount stores that sell predominantly own, private-label (PL) brands. To fight PLs, manufacturers of national brands (NB) feel increasingly compelled to develop better trade relations with discounters. Some discounters, for their part, are looking for opportunities to differentiate themselves, and to move beyond a pure price-based competition, by extending their assortment with attractive NBs. In this study, we determine what factors drive NB success at discount stores, and lead to positive outcomes for both the manufacturer and the discounter.
Keywords
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Social Sciences and Humanities
Business, Management and Accounting
Marketing
Authors
Barbara Deleersnyder, Marnik G. Dekimpe, Jan-Benedict E.M. Steenkamp, Oliver Koll,