Balancing act

Abu-Shalback Zid, Linda
May 2004
Marketing Management;May/Jun2004, Vol. 13 Issue 3, p4
This article discusses the results of a study of food categories in U.S. supermarkets conducted by Sanjay Dhar and Stephen Hoch, which found that retailers--rather than manufacturers--largely determine private label share. For instance, store brand performance was consistently enhanced by overall retailer strategies in use of daily low pricing, quality commitment, breadth of private label offerings, use of own name for private label, premium brand offering, and increased number of stores.


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