Template-Type: ReDIF-Paper 1.0
Author-Name: Deleersnyder, B.
Author-Name-Last: Deleersnyder
Author-Name-First: Barbara
Author-Name: Dekimpe, M.G.
Author-Name-Last: Dekimpe
Author-Name-First: Marnik
Author-Name: Steenkamp, J-B.E.M.
Author-Name-Last: Steenkamp
Author-Name-First: Jan-Benedict
Author-Name: Koll, O.
Author-Name-Last: Koll
Author-Name-First: Oliver
Title: Win-Win Strategies at Discount Stores
Abstract: An important development that contributes to store brands’ growing success in the grocery market is the increasing number of discount stores that sell predominantly own, private-label, brands. To fight private labels, manufacturers of national brands feel increasingly compelled to develop better trade relations with discounters. Some discounters, from their part, are looking for opportunities to differentiate themselves, and to move beyond a pure price-based competition, by extending their assortment with attractive national brands. In this study, we determine what factors drive national-brand success at discount stores, and lead to positive outcomes for both the manufacturer and the discounter.
Creation-Date: 2005-09-14
File-URL: https://repub.eur.nl/pub/6924/ERS%202005%20050%20MKT.pdf
File-Format: application/pdf
Series: RePEc:ems:eureri
Number: ERS-2005-050-MKT
Classification-JEL: C44, L81, M, M31
Keywords: branded goods, discount retailing, performance
Handle: RePEc:ems:eureri:6924