Naslov
Implementation of the Product Life Cycle Concept in Private Label Management: Focus on the Growth Stage

Autori
Horvat, Sandra ; Ozretić Došen, Đurđana

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Advances in National Brand and Private Label Marketing / Martínez-López, F.J. ; Gázquez-Abad, J.C. ; Sethuraman R - Barcelona : Springer, 2015, 53-62

ISBN
978-3-319-20181-8

Skup
Research on National Brand & Private Label Marketing

Mjesto i datum
Barcelona, Španjolska, 24.06.2015. - 26.06.2015

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
private label management; the growth stage of product life cycle concept; qualitative methodology; developing private label market

Sažetak
The purpose of this paper is to study the relationship between private label man-agement and the growth stage of the product life cycle concept (PLC), in the con-text of developing private label market. The study relies on qualitative methodol- ogy, i.e. its findings are based on sixteen in- depth interviews with experts in the field of private label management. In order to achieve dual perspective experts were representatives from retailer and manufacturer companies. The research findings support the assumption that general principles of the PLC concept are implemented in the private label management. The main contribution stems from the finding that developing market follows the same private label development principles like developed markets in the growth stage of the PLC. The findings can help managers from developing markets to understand how to successfully manage private labels by focusing on their quality and promotion and how to use private labels to achieve higher level of consumers’ satisfaction.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA