Chimhundu, Ranga (2008) Manufacturer and retailer brand innovation in grocery packaged goods categories. In: 12th Annual Waikato Management School Student Research Conference, 20 Oct 2008, Hamilton, New Zealand.
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The consumer packaged goods literature has largely portrayed manufacturer brand innovation in FMCG/supermarket product categories, in relation to retailer brands, as a competitive tool that is employed against the retailer brands. This submission reports on-going research that employs a qualitative study to argue firstly, that the role of manufacturer brand innovation in driving and growing grocery packaged goods categories and benefiting retailer brands in the process, has escaped the level of academic attention it deserves. Secondly, it is argued that the determination of strategic management regimes that govern the coexistence of manufacturer brands and retailer brands in the categories is partly influenced by manufacturer brands’ ability to enhance retailer brands.
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|Item Type:||Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)|
|Item Status:||Live Archive|
|Additional Information (displayed to public):||No evidence of copyright restrictions. Only abstracts published in the Conference Proceedings, as supplied here.|
|Depositing User:||Dr Rangarirai Chimhundu|
|Faculty / Department / School:||Historic - Faculty of Business - School of Management and Marketing|
|Date Deposited:||25 Feb 2010 05:55|
|Last Modified:||02 Jul 2013 23:38|
|Uncontrolled Keywords:||manufacturer brands, retailer brands, brand innovation, product innovation, FMCG, supermarket, product categories|
|Fields of Research (FoR):||15 Commerce, Management, Tourism and Services > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)|
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