Open AccessRetailing, Private Label and Global Competition
Author(s) -
Flavio Gnecchi
Publication year - 2013
Publication title -
symphonya
Language(s) - English
Resource type - Journals
eISSN - 1593-0319
pISSN - 1593-0300
DOI - 10.4468/10061
Subject(s) - private label , business , consolidation (business) , marketing , loyalty , competition (biology) , brand equity , loyalty business model , advertising , industrial organization , ecology , service quality , biology , service (business) , accounting
Global retailers define strategies coherent with local cultures and traditions, as also develop products centered on internationally diffused products. In this perspective, private labels become fundamental for such strategies as far as they contribute directly to store loyalty consolidation and indirectly, to retailers brand equity reinforcement. Moreover, private label products prove the retailer’s sensibility in front of local customer’s needs and preferences. As a consequence, global and local trade operators turn to local manufacturers, giving them a possibility to strengthen their corporate brand and the company itself by means of strategic alliances.