The large integrated European Market must be completed by the end of the year 1992. Confronted with the removal of nontariff barriers and the alteration of business environment European agribusiness companies have to reconsider their strategic position in order to gain or sustain competitive...

Today there is a clear consensus that customer orientation is a competitive necessity in order to survive in a market. In this article, the authors will analyze questions addressing brand management, especially the activities of retailers who are developing their own brands. As evidenced by the...