RETAIL PRIVATE LABEL’S STRATEGIES: A CASE STUDY IN A LARGE BRAZILIAN SUPERMARKET CHAIN

ABSTRACT The present study approaches the advantages and risks related to private labels under a retailers’ perspective, as well as the private label strategies and its growth in the Brazilian market. The paper analyses the strategies used by a large Brazilian supermarket chain with regards to its p...

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Detalhes bibliográficos
Autor principal: SPINELLI,PAULA BULAMAH (author)
Outros Autores: GIRALDI,JANAINA DE MOURA ENGRACIA (author), CAMPOMAR,MARCOS CORTEZ (author)
Formato: article
Idioma:eng
Publicado em: 2006
Assuntos:
Private labels
Supermarket retailing
Strategies and positioning
Texto completo:http://old.scielo.br/scielo.php?script=sci_arttext&pid=S1678-69712006000400121
País:Brasil
Oai:oai:scielo:S1678-69712006000400121

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http://old.scielo.br/scielo.php?script=sci_arttext&pid=S1678-69712006000400121

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