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2011, vol. 16, br. 1, str. 26-30
Impact of innovations on private label development
(naslov ne postoji na srpskom)
Univerzitet u Novom Sadu, Ekonomski fakultet, Subotica
Ključne reči: innovation; private brands; product category; marketing channels
Sažetak
(ne postoji na srpskom)
Private branding has become the main competitive strategy of modern retailers, where various internal and external factors influence the development of private brands. Innovation is one of the external factors with multifunctional influence on private brand strategy. Retailers are highly motivated to implement technological innovation pertaining to the improvement of its efficiency. The dimensions of innovation, speed and complexity also influence the private brand strength within product categories. The focus of this paper is the analysis of innovation levels and their influence on private brand share in different product categories. The terms 'private label' and 'private brand' will be used interchangeably in this article.
Reference
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Vukmirović, G. (2010) Konkurentski orijentisano strategijsko upravljanje trgovinskom markom. Subotica: Ekonomski fakultet, Unpublished doctoral dissertation
 

O članku

jezik rada: engleski
vrsta rada: neklasifikovan
objavljen u SCIndeksu: 10.05.2011.

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