This work is part of a large research on the role of the store brand as a driver for the development of mass retailers in food and no food sectors. In particular, this paper proposes an analysis of the actual reality of the store brand, considering the difficulties in national and international markets and the fast development of different formats and concepts of retailers and store brand concepts in competitive enviroments. This work analyzes the principal core competencies of marketing which improve the possibilities of differentiation and new possible relationships between retail companies and industrial firms.
Store brand and marketing strategies in the development of retailers and in the relations among industries
SANSONE, Marcello;BRUNI, Roberto
2011
Abstract
This work is part of a large research on the role of the store brand as a driver for the development of mass retailers in food and no food sectors. In particular, this paper proposes an analysis of the actual reality of the store brand, considering the difficulties in national and international markets and the fast development of different formats and concepts of retailers and store brand concepts in competitive enviroments. This work analyzes the principal core competencies of marketing which improve the possibilities of differentiation and new possible relationships between retail companies and industrial firms.File in questo prodotto:
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