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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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