Keywords
Private brand
Brand manufacturer
Innovative decisions
Submitted : 2024-02-07
Accepted : 2024-02-22
Published : 2024-03-08
Abstract
One of the core competencies of a supermarket lies in its branding. With the continuous development of the market economy and the ongoing evolution of consumer demand, private brands have progressively emerged as significant contributors to supermarket growth. However, a pivotal developmental challenge for supermarkets is navigating the innovative decision-making process between private brands and designated manufacturers. This paper aims to investigate the innovative decisions between private brands and designated manufacturers, along with the relevant promotional strategies employed during entry into the United States market.
References
Du J, Li L, Sang Z, et al., 2023, Research on Upstream Supply Chain Innovation Decision Making Considering Retailers’ Overconfidence under Efficiency Information Asymmetry. Industrial Engineering and Management, 28(6): 67–79.
Wu D, 2023, Strategy of Super Transformation and Development of Chain Stores under the Background of New Retail. Journal of Heihe College, 14(7): 59–61.
Guo X, Fu D, Li K, 2023, Research on the Technological Innovation Decision of Retailers’ Own Brands and Manufacturers under the New Retail Model. Menstrine Review, 14(1): 13–24.
Hu P, Zhu H, 2021, Under the Symbiosis Theory, Business Private Brand Management Value – Take the Five Major Supermarkets as an Example. Journal of The Three Gorges University (Humanities and Social Sciences Edition), 43(3): 52–58.
Duan Y, Wang Y, Wen Y, et al., 2022, Consider the Platform Channel Introduction Strategy of the Private Brand of the E-Commerce Platform. Journal of Management Engineering, 36(3): 203–214.
Wang H, Li J, 2011, Pricing Decision of Private Brand Products Based on Perceived Quality. System Engineering Theory and Practice, 31(8): 1454–1459.
Xu T, 2023, Research on Innovation Decision of Retailers’ Private Brands and Brand Manufacturers. Journal of China University of Mining and Technology (Social Science Edition), 25(3): 133–144.
Sima CL, 2018, Study on the Impact of Strategic Acquisition on Brand Recognition – Take Geely’s Acquisition of Volvo as an Example, thesis, Inner Mongolia University. https://doi.org/10.7666/d.D01535686
Kang X, 2019, Reon Private Brand Introduction Strategies Considering Sales Efforts, thesis, Harbin Institute of Technology.
Song H, 2020, Research on the Brand Strategy and Sales Strategy of Online and Offline Retailers Based on the Direct Sales Model, thesis, Southwest Jiaotong University.
Xiao J, Huang Z, 2019, Analysis of Private Brand Import Strategies of Strong Retailers Considering Consumer Satisfaction. Soft Science, 33(1): 109–113.
Cheng R, Duan Y, Zhang J, et al., 2021, Impacts of Store-Brand Introduction on a Multiple-Echelon Supply Chain. European Journal of Operational Research, 292(2): 652–662. https://doi.org/10.1016/j.ejor.2020.10.044
Karray S, Martín-Herrán G, 2019, Fighting Store Brands Through the Strategic Timing of Pricing and Advertising Decisions. European Journal of Operational Research, 275(2): 635–647. https://doi.org/10.1016/j.ejor.2018.11.066
Reimann M, Yu X, Yu Z, 2019, Managing a Closed-Loop Supply Chain with Process Innovation for Remanufacturing. European Journal of Operational Research, 276(2): 510–518. https://doi.org/10.1016/j.ejor.2019.01.028
Jin Y, Wu X, Hu Q, 2017, Interaction Between Channel Strategy and Store Brand Decisions. European Journal of Operational Research, 256(3): 911–923. https://doi.org/10.1016/j.ejor.2016.07.001