Manufacturer and retailer strategies to impact store brand share : global integration, local adaptation, and worldwide learning
Year of publication: |
2014
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Authors: | Steenkamp, Jan-Benedict E. M. ; Geyskens, Inge |
Published in: |
Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences. - Catonsville, MD : INFORMS, ISSN 0732-2399, ZDB-ID 883054-X. - Vol. 33.2014, 1, p. 6-26
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Subject: | store brands | national brands | global strategies | worldwide learning | empirical generalizations | international marketing | Markenführung | Brand management | Internationales Marketing | International marketing | Einzelhandel | Retail trade | Handelsmarke | Store brand | Multinationales Unternehmen | Transnational corporation | Markenartikel | Brand | Globalisierung | Globalization | Welt | World |
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