Impact of manufacturer brand innovation on retailer brands

Chimhundu, Ranga and Hamlin, Robert P. and McNeill, Lisa (2010) Impact of manufacturer brand innovation on retailer brands. International Journal of Business and Management, 5 (9). pp. 10-18. ISSN 1833-3850

Abstract

The article explores the impact of manufacturer brand innovation on retailer brands in grocery product categories, drawing on literature from category management, power and product innovation. It is argued that the consumer packaged goods literature has largely portrayed manufacturer brand innovation in relation to retailer brands as a competitive tool that is employed against the retailer brands. The alternative view of manufacturer brand innovation as an enhancer of retailer brands has not been fully addressed academically. The article further argues that aspects of manufacturer brand innovation that enhance retailer brands have relevance for the determination of strategic policies that govern the coexistence of the two types of brands in supermarket categories. The paper offers a fresh perspective in explaining the coexistence of manufacturer brands and retailer brands in grocery retail categories. Aspects of manufacturer brand innovation that positively impact on the welfare of retailer brands play a strategic role.


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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Restricted access to published version at author's 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 - School of Management and Marketing
Date Deposited: 01 Dec 2010 06:13
Last Modified: 03 Jul 2013 00:06
Uncontrolled Keywords: manufacturer brand; retailer brand; product innovation; grocery retailing; product category; supplier power; dependency
Fields of Research (FOR2008): 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
Socio-Economic Objective (SEO2008): E Expanding Knowledge > 97 Expanding Knowledge > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
URI: http://eprints.usq.edu.au/id/eprint/9015

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