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:
Non ci sono file associati a questo prodotto.

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11580/19902
 Attenzione

Attenzione! I dati visualizzati non sono stati sottoposti a validazione da parte dell'ateneo

Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus ND
social impact