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Brand versus Brand

International Commerce Review

Abstract

Retailers’ sophisticated strategies for their store brands have changed the nature of their contest with manufacturer brands. For manufacturers, complacency is not an option. But how should they respond?

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Correspondence to Nirmalya Kumar.

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Kumar, N., Steenkamp, JB.E.M. Brand versus Brand. International Commerce Review 7, 46–53 (2007). https://doi.org/10.1007/s12146-007-0008-y

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  • DOI: https://doi.org/10.1007/s12146-007-0008-y

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