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The results of an intensive study carried out on private label and manufacturer brand coexistence in the FMCG/supermarket industry are presented and discussed. The approach to reporting in this chapter is that the data collected are systematically analysed and discussed against the research issues developed for this book. The research issues, which take the form of research subquestions, are a decomposition of the primary research question. In addition to the research interview and in-store category observation data, the results of a preliminary study on private label share trends are integrated to address some of the research issues. The chapter reports key research findings on topics ranging from the balancing of the two types of brands in consumer goods categories to the role played by power.
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- Empirical Evidence on the Coexistence of Private Label and Manufacturer Brands
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