3 min listen
Should National Brand Manufacturers Enter the Intensely Competitive Private Label Business?
FromThe JM Buzz
Should National Brand Manufacturers Enter the Intensely Competitive Private Label Business?
FromThe JM Buzz
ratings:
Length:
3 minutes
Released:
Feb 15, 2024
Format:
Podcast episode
Description
A new Journal of Marketing study explores the complex trade-offs involved when manufacturers of national brands supply private labels to retailers, a practice known as "dual branding."
Read an in-depth recap of this research here: https://www.ama.org/2023/11/07/should-national-brand-manufacturers-enter-the-intensely-competitive-private-label-business/
Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231196575
Reference: Yu Ma, Kusum L. Ailawadi, Mercedes Martos-Partal, and Óscar González-Benito, “Dual Branding by National Brand Manufacturers: Drivers and Outcomes,” Journal of Marketing.
Narrator: Adalgisa Butkewitsch
Acknowledgments: Sushma Kambagowni
Topics: dual branding, b2b, private labels, marketing management
The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by University FM
Read an in-depth recap of this research here: https://www.ama.org/2023/11/07/should-national-brand-manufacturers-enter-the-intensely-competitive-private-label-business/
Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231196575
Reference: Yu Ma, Kusum L. Ailawadi, Mercedes Martos-Partal, and Óscar González-Benito, “Dual Branding by National Brand Manufacturers: Drivers and Outcomes,” Journal of Marketing.
Narrator: Adalgisa Butkewitsch
Acknowledgments: Sushma Kambagowni
Topics: dual branding, b2b, private labels, marketing management
The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by University FM
Released:
Feb 15, 2024
Format:
Podcast episode
Titles in the series (67)
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