Competition Between National Brands and Private Labels: Determinants of the Market Share of National Brands

Brüggemann, Philipp; Olbrich, Rainer; Schultz, Carsten D.

doi:10.1007/978-3-030-47764-6_5

Cited by 10 publications

(3 citation statements)

References 25 publications

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“…Many manufacturers of national brands are fighting back and competing with private labels and store brands. National brands adopt a number of strategies and tactics to compete more effectively with private labels (Brüggemann, Olbrich, & Schultz, 2020). Leading national brands invest significantly in research and development after gaining customer insights, bring out new brands, line extensions, features, and quality improvements.…”

Section: Critical Success Factors For Private Labelsmentioning

confidence: 99%

Marketing of Private Labels

Mandal

2021

International Journal of Business Strategy and Automation

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Private labels are developed and sold by retailers and wholesalers. Private labels are gaining in importance and are competing with established brands. Private labels succeed because of certain critical factors. Such brands differentiate themselves and add value so that customers choose such brands over established brands. Companies selling private labels adopt a number of strategies and initiatives to succeed in the competition. The study discusses all these aspects, the reasons for success of private labels, and the measures such brands adopt to achieve business excellence. Academicians and practicing managers will be able to appreciate the importance of and the impact created by private labels. They might suggest effective strategies and initiatives so that customers are delighted by private labels and such brands succeed in the long run.

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Section: Critical Success Factors For Private Labelsmentioning

confidence: 99%

Marketing of Private Labels

Mandal

2021

International Journal of Business Strategy and Automation

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“…Retailers are using PL products as a strategic negotiating tool at the retail level (Cuneo et al, 2019;Kelting et al, 2017;Ru et al, 2015). To date, evidence from the economic literature suggests that retailers may be effectively using PL brand lines to exert market power against many national brand (NB) manufacturers (Bruggemann et al, 2020;Kelting et al, 2017;Meza and Sudhir, 2010;Steiner, 2004). The complex nature of the competitive interactions between PLs and NBs has become a concern (to set the price of NB and PL, to increase profit, share, etc.…”

Section: Introductionmentioning

confidence: 99%

Strategic Competition Between Private Labels and National Brands in a Vertically Linked Market

Ahmad¹

2021

Forman J. Econ. Stud.

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Over the past decades, the rapid emergence of private labels (PL) has created stiff competition for many established manufacturers of national brands (NB). Retailers are using PL products as a competitive weapon against NB. The present study develops and tests different theoretical models of competition under different retailer-manufacturer production arrangements for private labels using the Non-Nested Model Comparison (NNMC) approach and their impact on the pricing strategies of PLs and NBs in the Canadian retail market. The theoretical model shows that a retailer earns the highest profit when it behaves as a leader and makes the least profit when it behaves as a follower; a similar relationship holds for the NB manufacturer under different PL production arrangements. The total industry profit is the highest when the retailer and NB manufacturer behaves in a Bertrand Nash manner. Empirical results of the study show no consistent pattern of competitive interaction under various production arrangements of PL products.

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“…Mentioning manufacturing details by the retailer also allows consumers' to associate and connect specific PL products with an identified manufacturer boosts consumer confidence, thereby reducing the perceived risk (Porral & Lang, 2015). NB manufacturers' share of special offers will have a considerable positive impact on NBs market share, whereas this will have adverse effects on the market share of PL's (Olbrich et al, 2017;Brüggemann et al, 2020). Nenycz-Thiel (2011), through their investigation, found that the difference in penetration of store brands can depend on differences in the intensity of advertisement.…”

Section: Manufacturer Focused Pl Researchmentioning

confidence: 99%

Exploring the Factors Affecting the Purchase Likelihood of e-Tailer Private Labels.

Yerrabapu¹

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<p><b>In today’s extremely competitive retail marketplace environment, developing and managing profitable private label offerings has become significant for most retailing companies. The purpose of this paper is to understand the influence of e-tailer reputation, product manufacturing country favourability, and online consumer rating on the purchase likelihood of e-tailer private labels. We find that product online consumer ratings positively impact the purchase intention of the private labels. E-tailer reputation has shown a positive impact on the future purchase intentions whereas, country favourability’s effect is found at the time of actual purchase of e-tailer private labels. Being the first research to study the impact of country favourability, e-tailer reputation on e-tailer private labels, this paper offers some insights to the e-tailers. </b></p>

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Competition Between National Brands and Private Labels: Determinants of the Market Share of National Brands

Cited by 10 publications

References 25 publications

Marketing of Private Labels

Marketing of Private Labels

Strategic Competition Between Private Labels and National Brands in a Vertically Linked Market

Exploring the Factors Affecting the Purchase Likelihood of e-Tailer Private Labels.

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