Pregled bibliografske jedinice broj: 607938
Challenges of private label production by national brand manufacturers in emerging markets
Challenges of private label production by national brand manufacturers in emerging markets // 3rd EMAC CEE Regional Conference Marketing Theory Challenges in Emerging Societies / Maričić, Branko ; Ognjanov, Galjina (ur.).
Beograd: Faculty of Economics, University of Belgrade - Publishing Centre, 2012. str. 90-96 (predavanje, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)
CROSBI ID: 607938 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
Challenges of private label production by national brand manufacturers in emerging markets
Autori
Horvat, Sandra ; Ozretić Došen, Đurđana
Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni
Izvornik
3rd EMAC CEE Regional Conference Marketing Theory Challenges in Emerging Societies
/ Maričić, Branko ; Ognjanov, Galjina - Beograd : Faculty of Economics, University of Belgrade - Publishing Centre, 2012, 90-96
ISBN
978-86-403-1240-0
Skup
3rd EMAC CEE Regional Conference Marketing Theory Challenges in Emerging Societies
Mjesto i datum
Beograd, Srbija, 12.09.2012. - 14.09.2012
Vrsta sudjelovanja
Predavanje
Vrsta recenzije
Međunarodna recenzija
Ključne riječi
private labels; national brand manufacturers; Croatia
Sažetak
Private labels have been present on the market for more than a century but have experienced an intensive expansion in the last thirty years. In emerging markets, like Croatia, where expansion of private labels has recently begun, their production is mainly in the hands of national brand manufacturers. The goal of the paper is to analyse strategies, risks and advantages for national brand manufacturers who are engaged in private label production. The results of exploratory research, conducted on the Croatian market, show that powerful manufacturers produce private labels mainly for strategic reasons to control them and to improve their bargaining position. Unlike them, weaker manufacturers produce private labels because they need to, in order to increase their market share and maintain their position in the distribution channel.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
POVEZANOST RADA
Projekti:
067-0000000-3375 - Strategija razvoja imidža Republike Hrvatske u procesu pridruživanja EU (Ozretić Došen, Đurđana, MZOS ) ( CroRIS)
Ustanove:
Ekonomski fakultet, Zagreb