PRIVATE LABELS IMPLICATIONS FOR MANUFACTURERS AND RETAILERS – A EUROPEAN AND A BRAZILIAN PERSPECTIVE

Detalhes bibliográficos
Autor(a) principal: de Moura Engracia Giraldi, Janaina
Data de Publicação: 2013
Outros Autores: Scandiuzzi, Fernando
Tipo de documento: Artigo
Idioma: por
Título da fonte: REAd (Porto Alegre. Online)
Texto Completo: https://seer.ufrgs.br/index.php/read/article/view/42402
Resumo: Nowadays in the retail sector there is much speculation about the future of private labels – Will they continue the high growth rate in the next several years? In this report it is presented a clear and delicate picture of private labels: definition, situations (especially in Europe and in Brazil), strategies of both retailers and manufacturers, and trends concerning this hot topic. The paper starts with an explanation of the motivation to work with private labels, from the point of view of both retailers and manufacturers. The difficulties faced by them when dealing with private labels are also approached in this report. Then, the current situation in Europe and in Brazil is pointed out and a set of interviews makes clearer how a real private label manufacturer works. Finally, illustrations on the trend and an optimistic prediction of the future of private labels will close this paper.
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spelling PRIVATE LABELS IMPLICATIONS FOR MANUFACTURERS AND RETAILERS – A EUROPEAN AND A BRAZILIAN PERSPECTIVEIMPLICACIONES DE LAS MARCAS PROPIAS PARA FABRICANTES Y MINORISTAS – UNA PERSPECTIVA EUROPEA Y UNA BRASILEÑAIMPLICAÇÕES DAS MARCAS PRÓPRIAS PARA FABRICANTES E VAREJISTAS – UMA PERSPECTIVA EUROPÉIA E UMA BRASILEIRAprivate labelretailingstore brandMarca propiaComercio al por menorMarca comercial.marca própriavarejomarca comercialNowadays in the retail sector there is much speculation about the future of private labels – Will they continue the high growth rate in the next several years? In this report it is presented a clear and delicate picture of private labels: definition, situations (especially in Europe and in Brazil), strategies of both retailers and manufacturers, and trends concerning this hot topic. The paper starts with an explanation of the motivation to work with private labels, from the point of view of both retailers and manufacturers. The difficulties faced by them when dealing with private labels are also approached in this report. Then, the current situation in Europe and in Brazil is pointed out and a set of interviews makes clearer how a real private label manufacturer works. Finally, illustrations on the trend and an optimistic prediction of the future of private labels will close this paper.En la actualidad hay mucha especulación en sector minorista en cuanto al futuro de las marcas propias. ¿Su alto índice de crecimiento deberá continuar en los próximos años? Este trabajo presenta un claro y detallado panorama de las marcas propias: definición, situaciones (particularmente en Europa y Brasil), estrategias de minoristas y fabricantes y tendencias ligadas a este discutido tema. El artículo inicia explicando la motivación de trabajar con marcas propias, tanto del punto de vista de los minoristas como de los fabricantes. Se discuten también las dificultades encontradas al tratar con marcas propias.Luego, se apunta la situación actual en Europa y en Brasil, y un conjunto de entrevistas ayuda a aclarar el funcionamiento de una marca propia real. Se concluye el trabajo con ilustraciones de la tendencia y una previsión optimista del futuro de las marcas propias.Atualmente, existe muita especulação no setor varejista quanto ao futuro das marcas próprias – seu alto índice de crescimento deverá continuar nos próximos anos? Este trabalho apresenta um claro e detalhado panorama das marcas próprias: definição, situações (em particular na Europa e no Brasil), estratégias de varejistas e fabricantes e tendências ligadas a este discutido tópico. O artigo inicia explicando a motivação de se trabalhar com marcas próprias, tanto do ponto de vista dos varejistas como dos fabricantes. Discutem-se também as dificuldades enfrentadas ao se lidar com marcas próprias. A seguir, é apontada a situação atual na Europa e no Brasil, e um conjunto de entrevistas ajuda a esclarecer o funcionamento de uma marca própria real. O trabalho é concluído com ilustrações da tendência e uma previsão otimista do futuro das marcas próprias.Universidade Federal do Rio Grande do Sul2013-09-05info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionScientific Articleartículo científicoAvaliado pelos paresartigo científicoapplication/pdfhttps://seer.ufrgs.br/index.php/read/article/view/42402Electronic Review of Administration; Vol. 10 No. 3 (2004): Edição 39 - mai/jun 2004Revista Electrónica de Administración; Vol. 10 Núm. 3 (2004): Edição 39 - mai/jun 2004Revista Eletrônica de Administração; v. 10 n. 3 (2004): Edição 39 - mai/jun 20041413-23111980-4164reponame:REAd (Porto Alegre. Online)instname:Universidade Federal do Rio Grande do Sul (UFRGS)instacron:UFRGSporhttps://seer.ufrgs.br/index.php/read/article/view/42402/26800de Moura Engracia Giraldi, JanainaScandiuzzi, Fernandoinfo:eu-repo/semantics/openAccess2013-09-10T15:21:58Zoai:seer.ufrgs.br:article/42402Revistahttp://seer.ufrgs.br/index.php/read/indexPUBhttps://seer.ufrgs.br/read/oaiea_read@ufrgs.br1413-23111413-2311opendoar:2013-09-10T15:21:58REAd (Porto Alegre. Online) - Universidade Federal do Rio Grande do Sul (UFRGS)false
dc.title.none.fl_str_mv PRIVATE LABELS IMPLICATIONS FOR MANUFACTURERS AND RETAILERS – A EUROPEAN AND A BRAZILIAN PERSPECTIVE
IMPLICACIONES DE LAS MARCAS PROPIAS PARA FABRICANTES Y MINORISTAS – UNA PERSPECTIVA EUROPEA Y UNA BRASILEÑA
IMPLICAÇÕES DAS MARCAS PRÓPRIAS PARA FABRICANTES E VAREJISTAS – UMA PERSPECTIVA EUROPÉIA E UMA BRASILEIRA
title PRIVATE LABELS IMPLICATIONS FOR MANUFACTURERS AND RETAILERS – A EUROPEAN AND A BRAZILIAN PERSPECTIVE
spellingShingle PRIVATE LABELS IMPLICATIONS FOR MANUFACTURERS AND RETAILERS – A EUROPEAN AND A BRAZILIAN PERSPECTIVE
de Moura Engracia Giraldi, Janaina
private label
retailing
store brand
Marca propia
Comercio al por menor
Marca comercial.
marca própria
varejo
marca comercial
title_short PRIVATE LABELS IMPLICATIONS FOR MANUFACTURERS AND RETAILERS – A EUROPEAN AND A BRAZILIAN PERSPECTIVE
title_full PRIVATE LABELS IMPLICATIONS FOR MANUFACTURERS AND RETAILERS – A EUROPEAN AND A BRAZILIAN PERSPECTIVE
title_fullStr PRIVATE LABELS IMPLICATIONS FOR MANUFACTURERS AND RETAILERS – A EUROPEAN AND A BRAZILIAN PERSPECTIVE
title_full_unstemmed PRIVATE LABELS IMPLICATIONS FOR MANUFACTURERS AND RETAILERS – A EUROPEAN AND A BRAZILIAN PERSPECTIVE
title_sort PRIVATE LABELS IMPLICATIONS FOR MANUFACTURERS AND RETAILERS – A EUROPEAN AND A BRAZILIAN PERSPECTIVE
author de Moura Engracia Giraldi, Janaina
author_facet de Moura Engracia Giraldi, Janaina
Scandiuzzi, Fernando
author_role author
author2 Scandiuzzi, Fernando
author2_role author
dc.contributor.author.fl_str_mv de Moura Engracia Giraldi, Janaina
Scandiuzzi, Fernando
dc.subject.por.fl_str_mv private label
retailing
store brand
Marca propia
Comercio al por menor
Marca comercial.
marca própria
varejo
marca comercial
topic private label
retailing
store brand
Marca propia
Comercio al por menor
Marca comercial.
marca própria
varejo
marca comercial
description Nowadays in the retail sector there is much speculation about the future of private labels – Will they continue the high growth rate in the next several years? In this report it is presented a clear and delicate picture of private labels: definition, situations (especially in Europe and in Brazil), strategies of both retailers and manufacturers, and trends concerning this hot topic. The paper starts with an explanation of the motivation to work with private labels, from the point of view of both retailers and manufacturers. The difficulties faced by them when dealing with private labels are also approached in this report. Then, the current situation in Europe and in Brazil is pointed out and a set of interviews makes clearer how a real private label manufacturer works. Finally, illustrations on the trend and an optimistic prediction of the future of private labels will close this paper.
publishDate 2013
dc.date.none.fl_str_mv 2013-09-05
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Scientific Article
artículo científico
Avaliado pelos pares
artigo científico
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://seer.ufrgs.br/index.php/read/article/view/42402
url https://seer.ufrgs.br/index.php/read/article/view/42402
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://seer.ufrgs.br/index.php/read/article/view/42402/26800
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Federal do Rio Grande do Sul
publisher.none.fl_str_mv Universidade Federal do Rio Grande do Sul
dc.source.none.fl_str_mv Electronic Review of Administration; Vol. 10 No. 3 (2004): Edição 39 - mai/jun 2004
Revista Electrónica de Administración; Vol. 10 Núm. 3 (2004): Edição 39 - mai/jun 2004
Revista Eletrônica de Administração; v. 10 n. 3 (2004): Edição 39 - mai/jun 2004
1413-2311
1980-4164
reponame:REAd (Porto Alegre. Online)
instname:Universidade Federal do Rio Grande do Sul (UFRGS)
instacron:UFRGS
instname_str Universidade Federal do Rio Grande do Sul (UFRGS)
instacron_str UFRGS
institution UFRGS
reponame_str REAd (Porto Alegre. Online)
collection REAd (Porto Alegre. Online)
repository.name.fl_str_mv REAd (Porto Alegre. Online) - Universidade Federal do Rio Grande do Sul (UFRGS)
repository.mail.fl_str_mv ea_read@ufrgs.br
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