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This chapter discusses the conclusions and implications of this study. It outlines a summary of outcomes on the research issues and then goes on to address specific interpretations. Answers are provided to research sub-questions on the topics of the nature of the balance between private label and manufacturer brands, their comparative capacity for innovation and category support, their awareness of this comparative capacity and the strategic stance taken on it, the role of consumer choice, the nature of the coexistence relationship between private label and manufacturer brands, and the role that is played by power in this coexistence in a consumer goods environment characterised by high retail consolidation and concentration. Global implications are discussed, including through case study examples.
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- Conclusions and Implications of this Book
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