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Published in:
2015 | OriginalPaper | Chapter
Introduction
Author : Stefanie Weiß
Published in: Determinants of Private Label Attitude
Publisher: Springer Fachmedien Wiesbaden
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The aim of this chapter is to provide an introductory overview of the background situation concerning private label brands and to describe the problem statement with which this thesis is concerned, based on which the research questions are then developed. After outlining the primary objectives of the research to be conducted, its practical relevance and applicability to real management situations are illustrated. A limitation of the thematic scope and an outline of the remainder of the thesis finally close this chapter.