Marcas próprias e estratégias concorrenciais dos supermercados
- Authors
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Marcelo Abílio Públio
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Nilson Maciel de Paula
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- Keywords:
- Comercio varejista, Marketing
- Abstract
- The main purpose of this article is to discuss the impacts of own label products in the competitive environment involving processing industry and retailing firms, particularly supermarkets. On the one hand those products imply that supermarkets give priority to value aggregation and thus change the nature of their core business. On the other hand, own label products have become an important ingredient in the context of competition between processing industry and retailers, both of them are led to define new strategies. For the supermarkets those products reflect a strategy to differentiate their range of supply and to increase consumer fidelity to their products. As for the processing firms, given that differentiation is an inherent of their competition, contracts with supermarkets to supply own label products are very ambiguous insofar as they may represent a step back to the position of commodity producers.
- Downloads
- Issue
- Vol. 24 No. 2 (2003)
- Section
- Artigos
- License
- A remessa dos artigos à revista implica a cessão dos direitos autorais à FEE.