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.

branded goods, discount retailing, performance
Statistical Decision Theory; Operations Research (jel C44), Retail and Wholesale Trade; Warehousing; e-Commerce (jel L81), Business Administration and Business Economics; Marketing; Accounting (jel M), Marketing (jel M31)
hdl.handle.net/1765/6924
ERIM Report Series Research in Management
ERIM report series research in management Erasmus Research Institute of Management
Erasmus Research Institute of Management

Deleersnyder, B, Dekimpe, M.G, Steenkamp, J-B.E.M, & Koll, O. (2005). Win-Win Strategies at Discount Stores (No. ERS-2005-050-MKT). ERIM report series research in management Erasmus Research Institute of Management. Retrieved from http://hdl.handle.net/1765/6924