| Title |
Private label management in retail: the concept, consumer profiling and competition with national brands. Systematic review of main findings / |
| Another Title |
Privataus prekės ženklo vadyba mažmeninėje prekyboje : koncepcija; vartotojų profilis, konkurencija su nacionaliniais prekių ženklais. Sisteminė tyrimų apžvalga. |
| Authors |
Brazauskaitė, Indrė ; Auruškevičienė, Viltė ; Gerbutavičienė, Rima Jūratė |
| DOI |
10.7220/MOSR.2335.8750.2014.71.4 |
| Full Text |
|
| Is Part of |
Organizacijų vadyba : sisteminiai tyrimai = Management of Organizations : Systematic Research.. Vilnius : Versus Aureus. 2014, Nr. 71, p. 53-65.. ISSN 1392-1142 |
| Keywords [eng] |
Patents as Topic ; Private sector |
| Abstract [eng] |
In this theoretical article we are discussing the main aspects of private label management in retail. With growing importance of private labels in retail, this topic is being constantly addressed by researchers and brand managers, trying to highlight the main aspects of PL management and specifics of marketing. We explore and present research streams, discussing private label concept, profiling customers and depict the main aspects of competition between private labels and national brands. We define and explore each research stream and provide insights on successful private label management, which can be adapted both by private label and by national brands managers who are facing competition between these two types of brands. |
| Published |
Vilnius : Versus Aureus |
| Type |
Journal article |
| Language |
English |
| Publication date |
2014 |
