Future of the brand management structure in FMCG

Chimhundu, Ranga and Hamlin, Robert P. (2007) Future of the brand management structure in FMCG. Journal of Brand Management, 14 (3). pp. 232-239. ISSN 1350-231X

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The aim of this paper is to contribute to the debate on the future of the brand management structure in fast moving consumer goods (FMCG) by examining current managerial perceptions of the relationship between brand and category management. The article is based on a case study of a single FMCG category in New Zealand. The research involved in-depth interviews with managerial representatives of the majority of suppliers and retailers operating in this category. The results indicate that brand management and category management structures are not perceived to be incompatible; that the traditional brand management structure still works well for certain companies, and that it is expected to continue to do so well into the future. Changing environmental factors may call for modifications, but the modification requirements are not of the nature that would lead the brand management structure to be discarded.

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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Author's version deposited in accordance with the copyright policy of the publisher. This is a post-peer-review, pre-copyedit version of an article published in The Journal of Brand Management. The definitive publisher-authenticated version (Chimhundu, R. and Hamlin, R. P. (2007) Future of the brand management structure in FMCG. The Journal of Brand Management, 14 (3). pp. 232-239. ISSN 1350-231X) is available online at: http://dx.doi.org/10.1057/palgrave.b)m.2550064.
Faculty / Department / School: Historic - Faculty of Business - Department of Marketing and Tourism
Date Deposited: 23 Jan 2010 02:42
Last Modified: 02 Jul 2013 23:36
Uncontrolled Keywords: brand management, product management, FMCG marketing, marketing organisation, future of marketing, New Zealand
Fields of Research : 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
Socio-Economic Objective: B Economic Development > 91 Economic Framework > 9104 Management and Productivity > 910403 Marketing
Identification Number or DOI: 10.1057/palgrave.bm.2550064
URI: http://eprints.usq.edu.au/id/eprint/6628

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