RETAIL PRIVATE LABEL’S STRATEGIES: A CASE STUDY IN A LARGE BRAZILIAN SUPERMARKET CHAIN

Detalhes bibliográficos
Autor(a) principal: SPINELLI,PAULA BULAMAH
Data de Publicação: 2006
Outros Autores: GIRALDI,JANAINA DE MOURA ENGRACIA, CAMPOMAR,MARCOS CORTEZ
Tipo de documento: Artigo
Idioma: eng
Título da fonte: RAM. Revista de Administração Mackenzie
Texto Completo: http://old.scielo.br/scielo.php?script=sci_arttext&pid=S1678-69712006000400121
Resumo: ABSTRACT The present study approaches the advantages and risks related to private labels under a retailers’ perspective, as well as the private label strategies and its growth in the Brazilian market. The paper analyses the strategies used by a large Brazilian supermarket chain with regards to its private labels’ management, using the case study method. The results showed the existence of two private label lines of products, with different strategies: one line of light products (proprietary brand) and another line of products that carry the name of the supermarket under study (retail brand endorsement), both classified as using the fantasy positioning strategy.
id MACKENZIE-2_d5c6a1b48cfd38e9762e5565c15d37a3
oai_identifier_str oai:scielo:S1678-69712006000400121
network_acronym_str MACKENZIE-2
network_name_str RAM. Revista de Administração Mackenzie
repository_id_str
spelling RETAIL PRIVATE LABEL’S STRATEGIES: A CASE STUDY IN A LARGE BRAZILIAN SUPERMARKET CHAINPrivate labelsSupermarket retailingStrategies and positioningABSTRACT The present study approaches the advantages and risks related to private labels under a retailers’ perspective, as well as the private label strategies and its growth in the Brazilian market. The paper analyses the strategies used by a large Brazilian supermarket chain with regards to its private labels’ management, using the case study method. The results showed the existence of two private label lines of products, with different strategies: one line of light products (proprietary brand) and another line of products that carry the name of the supermarket under study (retail brand endorsement), both classified as using the fantasy positioning strategy.Editora MackenzieUniversidade Presbiteriana Mackenzie2006-12-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersiontext/htmlhttp://old.scielo.br/scielo.php?script=sci_arttext&pid=S1678-69712006000400121RAM. Revista de Administração Mackenzie v.7 n.4 2006reponame:RAM. Revista de Administração Mackenzieinstname:Universidade Presbiteriana Mackenzie (UPM)instacron:MACKENZIE10.1590/1678-69712006/administracao.v7n4p121-141info:eu-repo/semantics/openAccessSPINELLI,PAULA BULAMAHGIRALDI,JANAINA DE MOURA ENGRACIACAMPOMAR,MARCOS CORTEZeng2020-10-19T00:00:00Zoai:scielo:S1678-69712006000400121Revistahttps://www.scielo.br/j/ram/https://old.scielo.br/oai/scielo-oai.phprevista.adm@mackenzie.br1678-69711518-6776opendoar:2020-10-19T00:00RAM. Revista de Administração Mackenzie - Universidade Presbiteriana Mackenzie (UPM)false
dc.title.none.fl_str_mv RETAIL PRIVATE LABEL’S STRATEGIES: A CASE STUDY IN A LARGE BRAZILIAN SUPERMARKET CHAIN
title RETAIL PRIVATE LABEL’S STRATEGIES: A CASE STUDY IN A LARGE BRAZILIAN SUPERMARKET CHAIN
spellingShingle RETAIL PRIVATE LABEL’S STRATEGIES: A CASE STUDY IN A LARGE BRAZILIAN SUPERMARKET CHAIN
SPINELLI,PAULA BULAMAH
Private labels
Supermarket retailing
Strategies and positioning
title_short RETAIL PRIVATE LABEL’S STRATEGIES: A CASE STUDY IN A LARGE BRAZILIAN SUPERMARKET CHAIN
title_full RETAIL PRIVATE LABEL’S STRATEGIES: A CASE STUDY IN A LARGE BRAZILIAN SUPERMARKET CHAIN
title_fullStr RETAIL PRIVATE LABEL’S STRATEGIES: A CASE STUDY IN A LARGE BRAZILIAN SUPERMARKET CHAIN
title_full_unstemmed RETAIL PRIVATE LABEL’S STRATEGIES: A CASE STUDY IN A LARGE BRAZILIAN SUPERMARKET CHAIN
title_sort RETAIL PRIVATE LABEL’S STRATEGIES: A CASE STUDY IN A LARGE BRAZILIAN SUPERMARKET CHAIN
author SPINELLI,PAULA BULAMAH
author_facet SPINELLI,PAULA BULAMAH
GIRALDI,JANAINA DE MOURA ENGRACIA
CAMPOMAR,MARCOS CORTEZ
author_role author
author2 GIRALDI,JANAINA DE MOURA ENGRACIA
CAMPOMAR,MARCOS CORTEZ
author2_role author
author
dc.contributor.author.fl_str_mv SPINELLI,PAULA BULAMAH
GIRALDI,JANAINA DE MOURA ENGRACIA
CAMPOMAR,MARCOS CORTEZ
dc.subject.por.fl_str_mv Private labels
Supermarket retailing
Strategies and positioning
topic Private labels
Supermarket retailing
Strategies and positioning
description ABSTRACT The present study approaches the advantages and risks related to private labels under a retailers’ perspective, as well as the private label strategies and its growth in the Brazilian market. The paper analyses the strategies used by a large Brazilian supermarket chain with regards to its private labels’ management, using the case study method. The results showed the existence of two private label lines of products, with different strategies: one line of light products (proprietary brand) and another line of products that carry the name of the supermarket under study (retail brand endorsement), both classified as using the fantasy positioning strategy.
publishDate 2006
dc.date.none.fl_str_mv 2006-12-01
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://old.scielo.br/scielo.php?script=sci_arttext&pid=S1678-69712006000400121
url http://old.scielo.br/scielo.php?script=sci_arttext&pid=S1678-69712006000400121
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 10.1590/1678-69712006/administracao.v7n4p121-141
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv text/html
dc.publisher.none.fl_str_mv Editora Mackenzie
Universidade Presbiteriana Mackenzie
publisher.none.fl_str_mv Editora Mackenzie
Universidade Presbiteriana Mackenzie
dc.source.none.fl_str_mv RAM. Revista de Administração Mackenzie v.7 n.4 2006
reponame:RAM. Revista de Administração Mackenzie
instname:Universidade Presbiteriana Mackenzie (UPM)
instacron:MACKENZIE
instname_str Universidade Presbiteriana Mackenzie (UPM)
instacron_str MACKENZIE
institution MACKENZIE
reponame_str RAM. Revista de Administração Mackenzie
collection RAM. Revista de Administração Mackenzie
repository.name.fl_str_mv RAM. Revista de Administração Mackenzie - Universidade Presbiteriana Mackenzie (UPM)
repository.mail.fl_str_mv revista.adm@mackenzie.br
_version_ 1752128647898071040

Registros relacionados