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

Learn More →

Private label competition: the perspective of Swedish branded goods manufacturers

Private label competition: the perspective of Swedish branded goods manufacturers Purpose – This paper aims to gain a better understanding of how Swedish branded goods manufacturers (BGMs) deal with the increased usage of private labels. Design/methodology/approach – The approach takes the form of answering the three research questions of this study: how private labels are viewed by BGMs on the Swedish market; how Swedish BGMs strategically respond to the increases in private labels; and how the benefits and drawbacks of these strategic responses are perceived by Swedish BGMs. A contrasting multiple case study of four Swedish companies in the fast‐moving consumer goods (FMCG) industry was used. Findings – The perceived advantages of private labels are connected to their overall control of the market in which they operate, whereas the advantages of BGMs are seen to be linked to product development and superior brand reputation. BGMs respond to private labels by taking them seriously and striving to increase the perceived distance of their brands from private labels in the eyes of the consumers. The overall benefit of these strategies is perceived to be preparedness for increased private label competition, while the drawbacks vary between companies. Research limitations/implications – In addition to empirical testing based on previous research on private label competition in a new setting, the study also presents suggestions for future research and the implications of the findings for managers. Practical implications – Findings indicate that BGMs should take the emergence of private labels seriously, while at the same time striving to maintain good business relationships with the retailers. Originality/value – The study provides insights into the competitive situation between private labels and the manufacturer brands in the Swedish FMCG market. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Management Research News Emerald Publishing

Private label competition: the perspective of Swedish branded goods manufacturers

Download PDF
17 pages
Read Article

Loading next page...
 
/lp/emerald-publishing/private-label-competition-the-perspective-of-swedish-branded-goods-ga6DzRanMM
Publisher
Emerald Publishing
Copyright
Copyright © 2008 Emerald Group Publishing Limited. All rights reserved.
ISSN
0140-9174
DOI
10.1108/01409170810846849
Publisher site
See Article on Publisher Site

Abstract

Purpose – This paper aims to gain a better understanding of how Swedish branded goods manufacturers (BGMs) deal with the increased usage of private labels. Design/methodology/approach – The approach takes the form of answering the three research questions of this study: how private labels are viewed by BGMs on the Swedish market; how Swedish BGMs strategically respond to the increases in private labels; and how the benefits and drawbacks of these strategic responses are perceived by Swedish BGMs. A contrasting multiple case study of four Swedish companies in the fast‐moving consumer goods (FMCG) industry was used. Findings – The perceived advantages of private labels are connected to their overall control of the market in which they operate, whereas the advantages of BGMs are seen to be linked to product development and superior brand reputation. BGMs respond to private labels by taking them seriously and striving to increase the perceived distance of their brands from private labels in the eyes of the consumers. The overall benefit of these strategies is perceived to be preparedness for increased private label competition, while the drawbacks vary between companies. Research limitations/implications – In addition to empirical testing based on previous research on private label competition in a new setting, the study also presents suggestions for future research and the implications of the findings for managers. Practical implications – Findings indicate that BGMs should take the emergence of private labels seriously, while at the same time striving to maintain good business relationships with the retailers. Originality/value – The study provides insights into the competitive situation between private labels and the manufacturer brands in the Swedish FMCG market.

Journal

Management Research News – Emerald Publishing

Published: Jan 25, 2008

Keywords: Sweden; Labelling; Brand management; Competitive strategy; Retailing; Fast moving consumer goods

References

  • Understanding retail branding: conceptual insights and research priorities
    Ailawadi, K.L.; Keller, K.L.
  • Retailer Brands and Effects on Swedish Consumer Prices
    Anselmsson, J.; Johansson, U.; Maran ˜ o n, A.; Persson, N.; Ulver, S.
  • How to effectively compete against private‐label brands
    Ashley, S.R.
  • Determinants of store brand choice: a behavioral analysis
    Baltas, G.A.
  • Commentary: securing the future of your brand
    Davis, S.M.
  • Creating Powerful Brands in Consumer, Service and Industrial Markets
    De Chernatony, L.; McDonald, M.H.B.
  • Clarifying the difference between manufacturers' brands and distributors' brands
    De Chernatony, L.; McWilliam, G.
  • The new appeal of private labels
    Dunne, D.; Narasimhan, C.
  • Antecedents of private label attitude and national brand promotion attitude: similarities and differences
    Garretson, J.A.; Fisher, D.; Burton, S.
  • The brand leader's dilemma
    Glemet, F.; Mira, R.
  • Beyond private label – the strategic view on distributor own brands
    Håkansson, P.
  • Assessing the vulnerability of private label brands
    Halstead, D.; Ward, C.B.
  • How should national brands think about private labels?
    Hoch, S.J.
  • When do private labels succeed?
    Hoch, S.J.; Banerji, S.
  • Private label products boom in Swedish household care
    Hofmann, O.
  • Marketing Management – A Relationship Approach
    Hollensen, S.
  • (Re) inventing the Brand – Can Top Brands Survive the New Market Realities?
    Kapferer, J.‐N.
  • Strategic Brand Management: Building, Measuring, and Managing Brand Equity
    Keller, K.L.
  • Marketing Management: Analysis, Planning, Implementation and Control
    Kotler, P.
  • Own brands in food retailing across Europe
    Laaksonen, H.; Reynolds, J.
  • Qualitative Data Analysis: An Expanded Source Book
    Miles, M.; Huberman, M.A.
  • Big brands fight back against private labels
    Miller, C.
  • When client turns competitor: how to deal with growing competition from retailers' own labels
    Montezemolo, G.
  • National Brands versus Private Labels: An Empirical Study of Competition, Advertising and Collusion
    Parker, P.M.; Kim, N.
  • Brands versus private labels: fighting to win
    Quelch, J.A.; Harding, D.
  • The effect of price, brand name, and store name on buyers' perceptions of product quality: an integrative review
    Rao, A.R.; Monroe, K.B.
  • Fighting Private Labels in Sweden: Growth Drivers, Brand Defense Strategies and Market Opportunities
    Steenkamp, J.‐B.E.M.; Geyskens, I.; Koll, O.; Gielens, K.; Lewis, H.
  • An assessment of the interaction effects of brand and store reputation on consumer perceived risk and confidence
    Taylor, R.L.; Rao, C.P.
  • Case Study Research: Design and Methods
    Yin, R.K.

You’re reading a free preview. Subscribe to read the entire article.

Try 2 weeks free now

DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

or browse the journals available

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$499/year

Save searches from
Google Scholar,
PubMed

Create folders to
organize your research

Export folders, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month

Sign up
for free
Start 14 day
Free Trial