TY - JOUR
T1 - Why Do Local South Korean Market Leaders Supply Retailer Grocery Brands?
AU - Dawson, John
AU - Cho, Young Sang
AU - Burt, Steve
PY - 2013
Y1 - 2013
N2 - This article examines why many of the leading South Korean brand manufacturers produce retailer brand products within their major product categories. The reasons identified include pressure from retailers, protection of other national brand product ranges, maintenance or improvements in working relationships, protection of other distribution channels, savings in marketing budgets, diversification of product lines, and changing competitive structures. Evidence is also provided of the dynamic nature of decision making relating to retail brand supply across the whole portfolio of brands which the manufacturer offers, rather than in respect of individual product brands or markets, the focus of much existing work.
AB - This article examines why many of the leading South Korean brand manufacturers produce retailer brand products within their major product categories. The reasons identified include pressure from retailers, protection of other national brand product ranges, maintenance or improvements in working relationships, protection of other distribution channels, savings in marketing budgets, diversification of product lines, and changing competitive structures. Evidence is also provided of the dynamic nature of decision making relating to retail brand supply across the whole portfolio of brands which the manufacturer offers, rather than in respect of individual product brands or markets, the focus of much existing work.
U2 - 10.1080/10599231.2013.810985
DO - 10.1080/10599231.2013.810985
M3 - Article
VL - 14
JO - Journal of Asia-Pacific Business
JF - Journal of Asia-Pacific Business
IS - 4
ER -