2004
DOI: 10.1023/b:reio.0000033351.66025.05
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The Nature and Benefits of National Brand/Private Label Competition

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Cited by 183 publications
(138 citation statements)
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References 28 publications
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“…Manufacturers are encouraged to invest in brand innovations for their offerings at the discounter. These results generalize earlier studies on NB performance at regular retailers, where new product activities have been recognized as one of the strongest weapons in the manufacturers' arsenal to compete with other brands at the shop floor (Steiner 2004). Innovative brands not only stand out more in a discounter's low-innovative (PL-dominated) assortment, they can also enhance the attractiveness of the entire category.…”
Section: Discussionsupporting
confidence: 79%
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“…Manufacturers are encouraged to invest in brand innovations for their offerings at the discounter. These results generalize earlier studies on NB performance at regular retailers, where new product activities have been recognized as one of the strongest weapons in the manufacturers' arsenal to compete with other brands at the shop floor (Steiner 2004). Innovative brands not only stand out more in a discounter's low-innovative (PL-dominated) assortment, they can also enhance the attractiveness of the entire category.…”
Section: Discussionsupporting
confidence: 79%
“…Because of their heavy reliance on keeping prices low, discounters are typically not engaged in expensive new-product activities, and score poorly on innovativeness (Steiner 2004). Moreover, there is a tendency for PLs in general to be followers or 'me-too' brands (Hoch & Banerji 1993).…”
Section: H4mentioning
confidence: 99%
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“…En ambos casos, la puesta en marcha por parte del distribuidor de un excelente programa de marcas le aporta, además de importantes retornos de la inversión (ROI), ventajas como el desarrollo de clientes leales, creación de imagen de marca, diferencias competitivas, mayor flexibilidad, y ofrecer al consumidor más información y una mayor garantía de los productos (Hoch, 1996;Dhar y Hoch, 1997;Recio y Róman, 1999;Narasimhan y Wilcox, 1998;Nandan y Dickinson, 1994;Davies, 1998;Oubiña, Rubio y Yagüe, 2006). La creación de una proposición única de venta para un rango específico de MD es la estrategia adecuada (Gutwilling, 2000;Steiner, 2004), puesto que no siempre los consumidores distinguen entre las marcas del distribuidor de distintas cadenas (Richardson, 1997), y el incremento de la presencia de la marca del distribuidor en un mayor número de categorías favorece las ventas de ésta (Sayman y Raju, 2004).…”
Section: Marco Conceptual E Hipótesisunclassified
“…En el año 2000, las marcas del distribuidor en el mercado de aparatos electrónicos en Estados Unidos suponían el 36% de las ventas del mercado de aparatos electrónicos en dicho país (Steiner, 2004). En los últimos años, detallistas como Best Buy y Wal-Mart han acudido a países con menores costes de fabricación para la elaboración de sus propios electrodomésticos, lo que les ha proporcionado elevados márgenes y ha obligado a los responsables de las marcas de fabricante a disminuir sus precios por el incremento de la competencia.…”
Section: Introductionunclassified