Emerging Retail as Ecosystem by Private Label “DNA”

Starting from the theoretical framework of ecosystem in Service-Dominant Logic (S-D Logic) perspective, this conceptual study aims to understand the role of private label in the modern retail. The assumption of the work is that the literature about service ecosystem could support the analysis of retail dynamics helping to explain the relationships and interactions between manufacturer companies, copackers, retail companies, logistics, and customers; in this sense, it is possible to explain how actors‟ relationships in the retail ecosystem are affected by specific institutions that define actors behaviour. The role of the private label in modern retail is analysed as institution of the retail ecosystem, in order to understand if the private label actually represents a shared language and code that affects production, retailers, customers and other actors who should recognize the growing value of private labels and could contribute to value cocreation. The main managerial implications of the paper concern the marketing and management competences and knowledge necessary for retailers to manage an institution of increasing importance for the entire retail ecosystem, which generates economic, social and environmental value.