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| Author: | Verhoef, P.C. Nijssen, E.J. Sloot, L.M. |
| Title: | Strategic reactions of national brand manufacturers towards private labels: an empirical study in the Netherlands |
| Journal: | European Journal of Marketing
2002 : VOL. 36:11-12, p. 1309-1326 |
| Index terms: | Brands Consumer goods Manufacturing Netherlands |
| Language: | eng |
| Abstract: | Several authors have recently suggested a number of effective strategies for leading national brand manufacturers against private labels. However, the empirical evidence for the strategies identified is scarce. Using a sample of 101 Dutch national brand manufacturers, we get a better understanding of the sets of strategies companies use. Using an inductive approach, four dominant profiles that are linked to performance and discussed, are found. |
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