Private label marketing performance: An analysis of historical trends using theories of cumulative change and punctuated equilibrium

Article


Chimhundu, Ranga. 2011. "Private label marketing performance: An analysis of historical trends using theories of cumulative change and punctuated equilibrium." International Journal of Business and Management. 6 (8), pp. 58-65. https://doi.org/10.5539/ijbm.v6n8p58
Article Title

Private label marketing performance: An analysis of historical trends using theories of cumulative change and punctuated equilibrium

ERA Journal ID40297
Article CategoryArticle
Authors
AuthorChimhundu, Ranga
Journal TitleInternational Journal of Business and Management
Journal Citation6 (8), pp. 58-65
Number of Pages8
Year2011
Place of PublicationToronto, Canada
ISSN1833-3850
1833-8119
Digital Object Identifier (DOI)https://doi.org/10.5539/ijbm.v6n8p58
Web Address (URL)http://www.ccsenet.org/journal/index.php/ijbm/article/view/9359/8137
Abstract

The article analyses historical trends in the development of private label and national brands using gradualist and
punctuated evolutionary theories. The purpose of the article is to unveil patterns that would give fresh insights
into the growth of private label in relation to national brands. The study makes use of qualitative and quantitative
data on private label historical trends in four countries. While the literature has depicted private label share
growth as gradual and incremental in nature, this study found that it is only on average that the yearly increase in
private label share could fit the gradualist description. In reality, the actual process is not always gradual. Often,
a period of gradual change and/or stability is followed by a punctuation, and vice-versa. The applicability of
punctuated equilibrium theory to the growth and market share development of private label is supported by the
results of this study.

Keywordsprivate label; national brand; private label trends; cumulative change; gradualist theory; punctuatedequilibrium; punctuated evolution; evolutionary theory
ANZSRC Field of Research 2020350606. Marketing research methodology
350605. Marketing management (incl. strategy and customer relations)
380202. Econometric and statistical methods
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Byline AffiliationsSchool of Management and Marketing
Institution of OriginUniversity of Southern Queensland
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