Private Label Strategy
How to Meet the Store Brand Challenge
Harvard Business Review Press, 2007
Category:
Sales & Marketing
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(3)In this summary you will learn
- How private labeling developed
- Why retailers use private labeling
- How retailers maximize their private-label profits with market segmentation
Why you should read Private Label Strategy
In the old days, black and white stenciled labels clearly marked generic brands. Those days are gone. Today many private-label goods are more sophisticated than their competitors’ parallel products. The growing popularity of private brands has changed the branding, retailing and product development marketplace, which was already shifting in response to globalization, faster trend development and advanced consumerism. Nirmalya Kumar and Jan-Benedict E. M. Steenkamp have a solid understanding of these developments. They buttress their explanations with interesting case studies from leading merchants and manufacturers. Retailing is an exciting business, and the authors bring forward the right mix of research and specifics to make a lively case for private labels. getAbstract recommends this to anyone seriously interested in retailing, the changing shape of consumer society and, of course, shopping.
About the Authors
Nirmalya Kumar teaches marketing at London Business School, directs executive education at the Centre for Marketing, and co-directs the Aditya Birla India Centre. Jan-Benedict E.M. Steenkamp is a professor of marketing and marketing area chair, at the University of North Carolina, Chapel Hill, and director of a global research center.
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