Abstract
Private labels are gaining increasing importance in many industries. If some years ago they seemed to be confined to consumer packaged goods (CPG) sold through some large retailers, nowadays they command large and growing market shares in such diverse industries as investment funds, fixed-income securities, software, electronics, contact lenses, wine, pharmaceuticals, books and others. While there are obvious benefits for retailers to embrace private labels, the standard explanations for manufacturers' involvement (idle capacity, buffer against follower brands, retailer's conditions) do not explain it completely.
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© 2015 Academy of Marketing Science
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Gomez-Arias, J.T., Bello-Acebron, L. (2015). Why Do Leading Brand Manufacturers Supply Private Labels?. In: Spotts, H. (eds) Revolution in Marketing: Market Driving Changes. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11761-4_15
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DOI: https://doi.org/10.1007/978-3-319-11761-4_15
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Publisher Name: Springer, Cham
Print ISBN: 978-3-319-11760-7
Online ISBN: 978-3-319-11761-4
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