search query: @author Cullen, B. / total: 1
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| Author: | Cullen, B. Whelan, A. |
| Title: | Concentration of the retail sector and trapped brands. |
| Journal: | Long Range Planning
1997 : DEC, VOL. 30:6, p. 906-916 |
| Index terms: | Retailing Brands Consumer goods |
| Language: | eng |
| Abstract: | The authors examine how the concentration of the retail trade has influenced the strategies and performances of brands within the fast moving consumer goods industry. The study compares the strategies of dominant brands against those of second tier brands. Four key brand strategies - advertising, distribution, number of brand variants and pricing - are closely examined. |
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