Manufacturer and retailer strategies to impact store brand share : global integration, local adaptation, and worldwide learning
Jan-Benedict E. M. Steenkamp; Inge Geyskens
| Year of publication: |
2014
|
|---|---|
| Authors: | Steenkamp, Jan-Benedict E. M. ; Geyskens, Inge |
| Published in: |
Marketing science. - Catonsville, MD : INFORMS, ISSN 0732-2399, ZDB-ID 883054-X. - Vol. 33.2014, 1, p. 6-26
|
| Subject: | store brands | national brands | global strategies | worldwide learning | empirical generalizations | international marketing | Markenführung | Brand management | Internationales Marketing | International marketing | Handelsmarke | Store brand | Einzelhandel | Retail trade | Markenartikel | Brand | Globalisierung | Globalization | Welt | World |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010337976