Alternative ways for private label manufacturing

Kelemen, Zita and Némethné Tömő, Zsuzsa (2010) Alternative ways for private label manufacturing. A Nyugat-magyarországi Egyetem Savaria Egyetemi Központ tudományos közleményei, 17 (Termés). pp. 189-199.

Preview

PDF - Requires a PDF viewer such as GSview, Xpdf or Adobe Acrobat Reader
216kB

Abstract

Private labels are a growing phenomenon globaly. retatlers become stronger and stronger by offering their own quality private label product for customers in all segments. Certainly they do not open factories to produce these items but rather search for dedicated private label producers or pressure branded goods manufacturers to produce it for them. The article deals with the strategic choiches manufacturers can have and suggest the necessary factors that need to be evaluated to decide on the winning business model - in considering wether or not to enter in private label production - through literature and a case study on the ice cream market in Hungary

Item Type:

Article

Uncontrolled Keywords:

private label, production, branding

Divisions:

Faculty of Business Administration > Institute of Marketing and Media > Department of Marketing Research and Consumer Behaviour

Subjects:

Marketing

ID Code:

457

Deposited By:

Ádám Hoffmann