Exploring the gap between policy and practice in private branding strategy management in an emerging market
作者: Ram HersteinNetanel DroriRon BergerBradley R. Barnes
作者单位: 1Department of Marketing, College of Law and Business, Ramat Gan, Israel
2Department of Business Administration, Bar-Ilan University , Ramat Gan, Israel
3Department of Marketing, College of Law and Business, Bnei Brak, Israel
4Sheffield Business School, Sheffield, UK
刊名: International Marketing Review, 2017, Vol.34 (4), pp.559-578
来源数据库: Emerald Journal
DOI: 10.1108/IMR-05-2014-0188
关键词: Emerging marketsMarketing strategiesPrivate brandingRetail chain
原始语种摘要: Purpose(#br)Private-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. (#br)Design/methodology/approach(#br)In-depth interviews were conducted with: 36 store managers and the marketing director of a large emerging market retail chain. (#br)Findings(#br)Eight factors were found to impede the retail chain’s vision regarding implementation of the private branding strategy....
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