Impact of manufacturer brand innovation on retailer brands

Article


Chimhundu, Ranga, Hamlin, Robert P. and McNeill, Lisa. 2010. "Impact of manufacturer brand innovation on retailer brands." International Journal of Business and Management. 5 (9), pp. 10-18.
Article Title

Impact of manufacturer brand innovation on retailer brands

ERA Journal ID40297
Article CategoryArticle
AuthorsChimhundu, Ranga (Author), Hamlin, Robert P. (Author) and McNeill, Lisa (Author)
Journal TitleInternational Journal of Business and Management
Journal Citation5 (9), pp. 10-18
Number of Pages9
Year2010
Place of PublicationToronto, Canada
ISSN1833-3850
1833-8119
Abstract

The article explores the impact of manufacturer brand innovation on retailer brands in grocery product categories, drawing on literature from category management, power and product innovation. It is argued that the consumer packaged goods literature has largely portrayed manufacturer brand innovation in relation to retailer brands as a competitive tool that is employed against the retailer brands. The alternative view of manufacturer brand innovation as an enhancer of retailer brands has not been fully addressed academically. The article further argues that aspects of manufacturer brand innovation that enhance retailer brands have relevance for the determination of strategic policies that govern the coexistence of the two types of brands in supermarket categories. The paper offers a fresh perspective in explaining the coexistence of manufacturer brands and retailer brands in grocery retail categories. Aspects of manufacturer brand innovation that positively impact on the welfare of retailer brands play a strategic role.

Keywordsmanufacturer brand; retailer brand; product innovation; grocery retailing; product category; supplier power; dependency
ANZSRC Field of Research 2020350605. Marketing management (incl. strategy and customer relations)
Public Notes

Restricted access to published version at author's request. Copyrights for articles published in CCSE journals are retained by the authors, with first publication rights granted to the journal. The journal/publisher is not responsible for subsequent uses of the work. It is the author's responsibility to bring an infringement action if so desired by the author.

Byline AffiliationsSchool of Management and Marketing
University of Otago, New Zealand
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