Manufacturer and retailer brand innovation in grocery packaged goods categories

Paper

Chimhundu, Ranga. 2008. "Manufacturer and retailer brand innovation in grocery packaged goods categories." 12th Annual Waikato Management School Student Research Conference. Hamilton, New Zealand 20 Oct 2008 Hamilton, New Zealand.
Paper/Presentation Title

Manufacturer and retailer brand innovation in grocery packaged goods categories

Presentation TypePaper
Authors
AuthorChimhundu, Ranga
Journal or Proceedings TitleProceedings of the 12th Annual Waikato Management School Student Research Conference
Number of Pages4
Year2008
Place of PublicationHamilton, New Zealand
Web Address (URL) of Paperhttp://wms-soros.mngt.waikato.ac.nz/StudentResearchConference/Proceedings/2008.htm
Conference/Event12th Annual Waikato Management School Student Research Conference
Event Details
12th Annual Waikato Management School Student Research Conference
Event Date
20 Oct 2008
Event Location
Hamilton, New Zealand
Abstract

The consumer packaged goods literature has largely portrayed manufacturer brand innovation in FMCG/supermarket product categories, in relation to retailer brands, as a competitive tool that is employed against the retailer brands. This submission reports on-going research that employs a qualitative study to argue firstly, that the role of manufacturer brand innovation in driving and growing grocery packaged goods categories and benefiting retailer brands in the process, has escaped the level of academic attention it deserves. Secondly, it is argued that the determination of strategic management regimes that govern the coexistence of manufacturer brands and retailer brands in the categories is partly influenced by manufacturer brands’ ability to enhance retailer brands.

Keywordsmanufacturer brands, retailer brands, brand innovation, product innovation, FMCG, supermarket, product categories
ANZSRC Field of Research 2020350605. Marketing management (incl. strategy and customer relations)
Public Notes

No evidence of copyright restrictions. Only abstracts published in the Conference Proceedings, as supplied here.

Byline AffiliationsUniversity of Otago, New Zealand
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