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Books > Business & Economics > Business & management > Sales & marketing
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Advances in Theory and Practice in Store Brand Operations (Hardcover, 1st ed. 2021)
Loot Price: R3,822
Discovery Miles 38 220
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Advances in Theory and Practice in Store Brand Operations (Hardcover, 1st ed. 2021)
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This book is developed by focusing on the four issues: (1) product
strategy of private brand; (2) pricing strategy of private brand;
(3) channel strategy with private brand introduction; and (4)
supply chain coordination with private brand introduction. Private
brand (PB), also known as private label (PL) or store brand (SB),
refers to a brand created and controlled by a retailer. In the
1960s and 1970s, private labels began to emerge in France and
England. Although private label has grown rapidly worldwide, market
share varies greatly from region to region. According to Nielsen's
2018 Global Private Label Report, the largest markets for
private-label products are found primarily in the more mature
European retail markets. In recent years, many large domestic
retail enterprises have launched their own brand products. With the
growth of e-commerce, some online retailers have also launched
private-label goods. JD started to introduce its private brands in
2010, with annual sales of its private brand products reaching
several hundred million yuan. However, at present, the market share
of China's private label is only 1-3%, which still has a big gap
compared with Europe and America.The main challenges to China's
private label lie in private brand operations management. Among
them, how to select the correct product categories, how to make
pricing decision, how to restructure channels and how to coordinate
supply chain after introducing private brands are four operations
management problems need to be solved.
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