This study is part of a wider research project focused on the role of the store brand in the competitive development of GDO food and no-food retailers, where networks of retailers – homogeneous about size and goal and heterogeneous about capacity of marketing – are observed. Particularly, this contribute proposes an analysis of the actual status of the store brand, considering critic points both in national and international exchange and the strong innovating tensions characterizing the declination on the market of distributive formats and concepts in the competitive field. Following the studies on this issue, the aim of this research is analyzing retailers’ main competencies, aimed at defining strategies of competitive differentiation among retailers and new models of relation with the industrial system.
The strategic role of the store brand in the competitive positioning of retailers: retailers’ evolving tendencies and marketing competencies
SANSONE, Marcello
2011-01-01
Abstract
This study is part of a wider research project focused on the role of the store brand in the competitive development of GDO food and no-food retailers, where networks of retailers – homogeneous about size and goal and heterogeneous about capacity of marketing – are observed. Particularly, this contribute proposes an analysis of the actual status of the store brand, considering critic points both in national and international exchange and the strong innovating tensions characterizing the declination on the market of distributive formats and concepts in the competitive field. Following the studies on this issue, the aim of this research is analyzing retailers’ main competencies, aimed at defining strategies of competitive differentiation among retailers and new models of relation with the industrial system.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
