Manufacturer and retailer brands: Is strategic coexistence the norm?
Article
Article Title | Manufacturer and retailer brands: Is strategic coexistence the norm? |
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ERA Journal ID | 19788 |
Article Category | Article |
Authors | Chimhundu, Ranga (Author), McNeill, Lisa S. (Author) and Hamlin, Robert P. (Author) |
Journal Title | Australasian Marketing Journal |
Journal Citation | 23 (1), pp. 49-60 |
Number of Pages | 12 |
Year | 2015 |
Publisher | SAGE Publications Ltd |
Place of Publication | Oxford, United Kingdom |
ISSN | 1441-3582 |
1839-3349 | |
Digital Object Identifier (DOI) | https://doi.org/10.1016/j.ausmj.2014.11.004 |
Abstract | This article reports the results of research that investigated long-term strategic relationships between manufacturer and retailer brands, in the FMCG/supermarket industry, within New Zealand. The research utilised a multiple-case study methodology involving near-census samples of supplier and retailer managers drawn from several product categories. Data was collected via in-depth interviews and instore category observation. The research found a clear perception among managers that manufacturer brands have a greater collective capacity for product innovation and marketing support than retailer brands. |
Keywords | manufacturer; retailer; brand; strategic; category; private label |
ANZSRC Field of Research 2020 | 350605. Marketing management (incl. strategy and customer relations) |
359999. Other commerce, management, tourism and services not elsewhere classified | |
Public Notes | Files associated with this item cannot be displayed due to copyright restrictions. |
Byline Affiliations | School of Management and Enterprise |
University of Otago, New Zealand | |
Institution of Origin | University of Southern Queensland |
https://research.usq.edu.au/item/q2y21/manufacturer-and-retailer-brands-is-strategic-coexistence-the-norm
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