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Private Label Strategy

How to Meet the Store Brand Challenge

by Nirmalya Kumar and Jan-Benedict E.M. Steenkamp

		Publisher: Copyright 2007 Nirmalya Kumar and Jan-Benedict E. M. Steenkamp Summarized by permission of Harvard Business Press Pub. Date: 2007 ISBN: 9781422101674 No. pages: 270 Category: Sales & Marketing

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.

Rating (what is this?)

Overall		(8)
Applicability		(8)
Innovation		(9)
Style		(7)

Level of Expertise (what is this?)

Level

(3)

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