Private label marketing performance: an analysis of historical trends using theories of cumulative change and punctuated equilibrium

Chimhundu, Ranga (2011) Private label marketing performance: an analysis of historical trends using theories of cumulative change and punctuated equilibrium. International Journal of Business and Management, 6 (8). pp. 58-65. ISSN 1833-3850

Abstract

The article analyses historical trends in the development of private label and national brands using gradualist and punctuated evolutionary theories. The purpose of the article is to unveil patterns that would give fresh insights into the growth of private label in relation to national brands. The study makes use of qualitative and quantitative data on private label historical trends in four countries. While the literature has depicted private label share growth as gradual and incremental in nature, this study found that it is only on average that the yearly increase in private label share could fit the gradualist description. In reality, the actual process is not always gradual. Often, a period of gradual change and/or stability is followed by a punctuation, and vice-versa. The applicability of punctuated equilibrium theory to the growth and market share development of private label is supported by the results of this study.


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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Access restricted to published version per Author request. Copyrights for articles published in CCSE journals are retained by the authors, with first publication rights granted to the journal. The journal/publisher is not responsible for subsequent uses of the work. It is the author's responsibility to bring an infringement action if so desired by the author.
Depositing User: Dr Rangarirai Chimhundu
Faculty / Department / School: Historic - Faculty of Business and Law - School of Management and Marketing
Date Deposited: 03 Aug 2011 06:39
Last Modified: 25 Aug 2014 04:21
Uncontrolled Keywords: private label; national brand; private label trends; cumulative change; gradualist theory; punctuated equilibrium; punctuated evolution; evolutionary theory
Fields of Research (FOR2008): 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150505 Marketing Research Methodology
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
14 Economics > 1403 Econometrics > 140302 Econometric and Statistical Methods
Socio-Economic Objective (SEO2008): E Expanding Knowledge > 97 Expanding Knowledge > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
Identification Number or DOI: doi: 10.5539/ijbm.v6n8p58
URI: http://eprints.usq.edu.au/id/eprint/19455

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