Strategic objectives and competitive advantages of private label products

Altıntaş, Murat Hakan; Kılıç, Serkan; Senol, Gokhan; Işın, Feride Bahar

doi:10.1108/09590551011076542

Cited by 21 publications

(13 citation statements)

References 60 publications

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“…Sustainable economic growth has possitive and significance effect to competitive advantage. This hypothesis is supported from previous research byChatzoglou and Chatzoudes (2017),Brem et al (2016),Altıntaş et al (2010),Minoja et al Validity and reliability of instrument The initial step of the analysis is to test the research instrument. The results of testing the validity and reliability of the instruments are presented in TableI.…”

supporting

confidence: 57%

The effect of service quality, innovation towards competitive advantages and sustainable economic growth

Syapsan

2019

BIJ

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Purpose The purpose of this paper is to determine the effect of service quality and innovation on competitive advantage and sustainable local economy, with marketing mix strategy as the mediating variable (Study in small and medium enterprise (MSME) in Java and Sumatera). Design/methodology/approach The study population of this paper is the MSME in Sumatera and Java Islands in Indonesia, as the highest population in Indonesia in 2010–2016 (portion of MSME in Indonesia: Java 58.29 percent and Sumatera 22.22 percent, or total 80.51 percent), and total 16 province in Indonesia: Aceh, Sumatera Utara, Riau, Sumatera Barat, Jambi, Sumatera Selatan, Bengkulu, Lampung, Kep Riau, Kep Bangka Belitung (Sumatera Island), and Banten, DKI Jakarta, Jawa Barat, Jawa Tengah, Jawa Timur, DI Yogyakarta (Java Island). The analysis used in this study is a quantitative approach, namely, structural equation modeling based on variance, also known as the WarpPLS method. Findings The findings of this study are as follows: first, service quality has an influence on marketing mix strategies, meaning the application of service quality according to customer needs will create satisfaction. In other words, the better the quality of service provided, the higher the customer satisfaction will be. Second, the quality of service has a direct influence on creating a sustainable local economy, meaning that improving service quality to understand customer needs can enhance sustainable economic growth and competitive advantage through marketing mix strategies. This means that improving service quality in accordance with customer needs will improve the marketing mix strategy leading to a sustainable local economy. Third, the marketing mix strategy has a positive influence on the sustainable local economy, meaning that the higher the marketing mix strategy, the better the strategy for sustainable economic growth and competitive advantage will be. Originality/value The effect of marketing mix strategy as mediation (using the Sobel test) on the influence of service quality and product innovation on sustainable local economy and competitive advantage is shown in this study. No previous research studies this relationship at the research location: MSME in Indonesia, especially in Java and Sumatra Islands. Hence, this is one of few studies comprehensively evaluating the effect of service quality and innovation, toward competitive advantages and local sustainable economic: marketing mix strategy as mediating variable (study in MSME in Java and Sumatera).

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confidence: 57%

The effect of service quality, innovation towards competitive advantages and sustainable economic growth

Syapsan

2019

BIJ

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“…In recent years, PLs have been perceived as a tool to gain a competitive advantage for retailers [5,6,12,37,53,[60][61][62][63][64][65][66]. Development of PLs is associated with the processes of concentration in trade and retailers strengthened their positions in distribution channels.…”

Section: Competitive Advantagementioning

confidence: 99%

Organic Private Labels as Sources of Competitive Advantage—The Case of International Retailers Operating on the Polish Market

et al. 2018

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The main aim of this study was to determine how chains of modern international retailers can achieve a competitive advantage (CA) by introducing private labels (PLs) in the organic category and can, in turn, stimulate the consumption of food produced with respect to sustainability principles. The research was conducted with the use of a qualitative approach and involved two steps. First, in order to select retailers with organic private labels (OPLs) and producers delivering products under OPLs, in-depth semistructured interviews were conducted with the representatives of management boards of 17 enterprises. Second, in order to analyze the assortment-based competitive advantage of the OPLs in depth, 8 enterprises were analyzed. In order to explore the price-related competitive advantage, three products offered under PLs, organic PLs, producer brands, and imported brands were selected for subsequent analysis. For retail chains, it was found that the introduction of OPLs is the source of CA via six contributors, namely, price, range of assortment, type of PLs, image of the retailer, sustainability and specific process, and product-related attributes of organic food. Extension of offers with organic private labels makes it easier for consumers to buy organic food at more affordable prices and follow the principles of proper nutrition and a sustainable diet with low environmental impact. At the same time, the international retailers can position themselves as chains contributing to more sustainable consumption.

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“…Packaging also is a tool for communicating brand features. Other factors can also affect the competitiveness of PL brands including production efficiency, market embeddedness, and product selling control (Murat et al, 2010). Continuous product innovation by NB's is a second tool for sustaining perceived quality gaps between NB's and PL's.…”

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Relationship of product claims between private label and national brands

Stanton

Wiley

Hooker

et al. 2015

International Journal of Retail &Amp; Distribution Management

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Purpose – The purpose of this paper is to compare the use of front of package (FOP) claims within product categories by private label (PL) products and national brands (NB). This research adapts an existing conceptual model exploring the marketing strategies of PL products and NBs. Design/methodology/approach – Information for this study came from Mintel’s Global (2009/2011). There were 10,791 products launched in 2011 in the US database, 8,120 NB and 2,671 PL food and drink products. For 2009: 5,838 NB and 2,118 PL that gives 7,956 food and beverages products launched in USA. Findings – PL and NB companies increased the usage of FOP claims, and also often moved in the same direction for some product categories. The greatest number of increases across product categories for PL and NB between 2009 and 2011 were Ethical-Enviromentally Friendly Packaging; Allergen; Fiber; Weight Control; Gluten Free; Kosher and No Additives claims. There were much less FOP that were decreased in usage. The claims that most frequently decreased were “Organic,” “Calories,” and “Vitamin/Mineral Fortified.” The categories that significantly decreased the “Organic” claim were Baby Food, Bakery, Breakfast Cereals, Fruit and Vegetables among PL product categories and Breakfast Cereals, Dairy, Side Dishes and Soup among NB categories. Research limitations/implications – The study is based on only a three-year time span. difference over a greater period of time could reveal more significant differences. Practical implications – The evidence from this research indicates that PL brands are matching NBs as they look to using other attributes and benefits. However, as PL sales increase, retailer margins increase which can lead to further aggressive marketing by the PL brands. Originality/value – The analysis of FOP claims for PL and NB over such a large sample has not previously been done.

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Strategic objectives and competitive advantages of private label products

Cited by 21 publications

References 60 publications

The effect of service quality, innovation towards competitive advantages and sustainable economic growth

The effect of service quality, innovation towards competitive advantages and sustainable economic growth

Organic Private Labels as Sources of Competitive Advantage—The Case of International Retailers Operating on the Polish Market

Relationship of product claims between private label and national brands

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