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Erschienen in:
2015 | OriginalPaper | Buchkapitel
The Emergence, Importance and Implementation of Own Label in Developing Retail Markets: A One Nation Perspective-Colombia
verfasst von : Octavio Ibarra, Philip J. Kitchen
Erschienen in: Marketing in Transition: Scarcity, Globalism, & Sustainability
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The existing body of literature about the phenomenon of own label reveals research gaps with regard to developing countries. Furthermore, in the specific context of the Colombian food retail sector there are just two studies referring to the phenomenon of own label in this country: one examined the implementation of own label from a manufacturers perspective; the other analysed own label from a consumer perspective. However, there is lack of knowledge (no previous studies) regarding this phenomenon from a retailers’ perspective. Therefore, the focus of this study is to explore the emergence, importance, and implementation of own label in the food retail sector of this country.