Kumar N. Private label strategy: how to meet the store brand challenge / Kumar N., Steenkamp J.-B.E.M. - Boston: Harvard Business School Press, 2007. - xvii, 270 p.: ill. - Incl. bibl. ref. - Ind.: p.249-267. - ISBN-10 1-4221-0167-3; ISBN-13 978-1-4221-0167-4  Место хранения:   01 | ГПНТБ СО РАН | Новосибирск

Contents

Preface ........................................................ xi Acknowledgments ................................................ xv ONE Brands Under Attack from Private Labels ......................... 1 PART ONE Retailer Strategies Vis-á-Vis Private Labels .......... 23 TWO Competing on Price with Traditional Private Labels ............. 29 THREE Competing on Quality with Premium Store Brands ................. 41 FOUR Competing for the Rational Consumer with Value Innovator Own Labels ......................................................... 61 FIVE Encircling Manufacturer Brands with Retailer Brand Portfolios ..................................................... 75 SIX Creating Succession Private Labels Is About More Than Just Price .......................................................... 91 SEVEN Maximizing Retailer Profitability Using Private Labels ........ 109 PART TWO Manufacturer Strategies Vis-á-Vis Private Labels ..... 125 EIGHT Produce Private Labels for Greater Profits .................... 131 NINE Partner Effectively to Craft Win-Win Relationships ............ 155 TEN Innovate Brilliantly to Beat Private Labels ................... 167 ELEVEN Fight Selectively to Marshal Resources Against Private Labels ........................................................ 185 TWELVE Create Winning Value Propositions for Manufacturer Brands ..... 195 THIRTEEN Are Brands Dead? .............................................. 215 APPENDIX Retailer Facts ................................................ 227 Notes ......................................................... 231 Index ......................................................... 24Q About the Authors ............................................. 260