Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Exploring the gap between policy and practice in private branding strategy management in an emerging market

Exploring the gap between policy and practice in private branding strategy management in an... PurposePrivate-label goods are now available in more than 55 countries worldwide and their total sales value is estimated to be in excess of one trillion US dollars. The prevalence of such goods, however, drastically differs across countries. Whilst market share in some developed economies exceeds 50 percent, penetration appears much lower in emerging economies. The purpose of this paper is to investigate marketing issues surrounding such low-penetration levels in emerging markets.Design/methodology/approachIn-depth interviews were conducted with: 36 store managers and the marketing director of a large emerging market retail chain.FindingsEight factors were found to impede the retail chain’s vision regarding implementation of the private branding strategy.Practical implicationsSeveral implications are extracted from the study, mainly in the context of emerging markets that managers should consider in order to improve their private branding strategies.Originality/valueAlthough some research has aimed to shed light concerning the significance of private brands from retailers’ perspectives, such research has not tended to address the issue of how to implement private brand strategies in emerging markets. To bridge the gap, this study investigates these issues from a retail chain management perspective in order to potentially leverage performance advantages associated with the nurturing of private-label branded goods. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Marketing Review Emerald Publishing

Exploring the gap between policy and practice in private branding strategy management in an emerging market

Download PDF
20 pages

Loading next page...
 
/lp/emerald-publishing/exploring-the-gap-between-policy-and-practice-in-private-branding-8gKBbfV1ji

References

References for this paper are not available at this time. We will be adding them shortly, thank you for your patience.

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0265-1335
DOI
10.1108/IMR-05-2014-0188
Publisher site
See Article on Publisher Site

Abstract

PurposePrivate-label goods are now available in more than 55 countries worldwide and their total sales value is estimated to be in excess of one trillion US dollars. The prevalence of such goods, however, drastically differs across countries. Whilst market share in some developed economies exceeds 50 percent, penetration appears much lower in emerging economies. The purpose of this paper is to investigate marketing issues surrounding such low-penetration levels in emerging markets.Design/methodology/approachIn-depth interviews were conducted with: 36 store managers and the marketing director of a large emerging market retail chain.FindingsEight factors were found to impede the retail chain’s vision regarding implementation of the private branding strategy.Practical implicationsSeveral implications are extracted from the study, mainly in the context of emerging markets that managers should consider in order to improve their private branding strategies.Originality/valueAlthough some research has aimed to shed light concerning the significance of private brands from retailers’ perspectives, such research has not tended to address the issue of how to implement private brand strategies in emerging markets. To bridge the gap, this study investigates these issues from a retail chain management perspective in order to potentially leverage performance advantages associated with the nurturing of private-label branded goods.

Journal

International Marketing Review – Emerald Publishing

Published: Jul 10, 2017

References

  • Purchasing the value-conscious consumer: store brands versus national brand promotions
  • Private-label use and store loyalty
  • Empirical models of manufacturer-retailer interaction: a review and agenda for future research
  • What are emerging markets? How to pick the real winners
  • Shelf space allocation of national and private brands
  • New strategies in emerging markets
  • Determinants of store brand choice: a behavioral analysis
  • Consumer characteristics and demand for store brands
  • A model of consumer choice for national vs Private label brands
  • Motivating purchase of private brands: effects of store image, product signatureness, and quality variation
  • Consumer perceptions of national, private, and generic brands
  • Consumer perceptions of private label brands within the retail grocery sector of South Africa
  • Retailer brands: a channel perspective: the United States
  • Retailer private-label margins: the role of supplier and quality-tier differentiation
  • Marketing renaissance: how research in emerging markets advances marketing science and practice
  • The strategic role of retail brands in British grocery retailing
  • Structural change in grocery retailing in Great Britain: a discount reorientation?
  • An empirical investigation of private label supply by national label producers
  • Investigating category profit maximization at a retail chain
  • Store brands and retail differentiation: the influence of store image and store brand attitude on store own brand perceptions
  • Do suppliers benefit from collaborative relationships with large retailers? An empirical investigation of efficient consumer response adoption