Naslov
Brand Management in Emerging Markets: Private Labels in Croatian Grocery Retailing and the Case of Dona Trgovina D.O.O.

Autori
Martinović, Maja ; Branch, John

Vrsta, podvrsta i kategorija rada
Poglavlja u knjigama, znanstveni

Knjiga
Handbook of Business Practices and Growth in Emerging Markets

Urednik/ci
Singh, Satyendra

Izdavač
World Scientific Publishing

Grad
Singapur

Godina
2010

Raspon stranica
161-179

ISBN
13 978-981-279-177-1

Ključne riječi
private labels, brand management, Croatian grocery retailing

Sažetak
In the last few years private labels and brands in Croatia have become significant and their number on the market has increased. Although it is generally considered that better and more successful Croatian producers avoid entering the field of private labels since the labels decrease the rate of profit, there are an increasing number of successful producers who do agree to such arrangements. In fact, producers who operate in a very competitive environment and who do not work at full capacity have prospects of some control in one part of sales if they start producing private labels. Private labels are often difficult to create, and therefore retailers have to face certain pitfalls and problems related to creating and maintaining the image of private labels in the long run. Nowadays, the Croatian market can witness not only the increase in the share of private labels but also the increase in the share of supermarkets and hypermarkets, so the beginning of the creation of private labels, as well as the growth in sales of the products under the name of private labels can be connected to the development of the retail market.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA