Future of the brand management structure in FMCG
Article
Article Title | Future of the brand management structure in FMCG |
---|---|
ERA Journal ID | 35933 |
Article Category | Article |
Authors | Chimhundu, Ranga (Author) and Hamlin, Robert P. (Author) |
Journal Title | Journal of Brand Management |
Journal Citation | 14 (3), pp. 232-239 |
Number of Pages | 8 |
Year | 2007 |
Publisher | Springer |
ISSN | 1350-231X |
1479-1803 | |
Digital Object Identifier (DOI) | https://doi.org/10.1057/palgrave.bm.2550064 |
Abstract | The aim of this paper is to contribute to the debate on the future of the brand management structure in fast moving consumer goods (FMCG) by examining current managerial perceptions of the relationship between brand and category management. The article is based on a case study of a single FMCG category in New Zealand. The research involved in-depth interviews with managerial representatives of the majority of suppliers and retailers operating in this category. The results indicate that brand management and category management structures are not perceived to be incompatible; that the traditional brand management structure still works well for certain companies, and that it is expected to continue to do so well into the future. Changing environmental factors may call for modifications, but the modification requirements are not of the nature that would lead the brand management structure to be discarded. |
Keywords | brand management, product management, FMCG marketing, marketing organisation, future of marketing, New Zealand |
ANZSRC Field of Research 2020 | 350605. Marketing management (incl. strategy and customer relations) |
Public Notes | File reproduced in accordance with the copyright policy of the publisher/author. |
Byline Affiliations | University of Otago, New Zealand |
https://research.usq.edu.au/item/9z721/future-of-the-brand-management-structure-in-fmcg
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