TY - GEN
T1 - The Interplay Between Manufacturer Brands and Private Labels
T2 - 6th International Conference on Advances in National Brand and Private Label Marketing, NB and PL 2019
AU - Derqui, Belén
AU - Occhiocupo, Nicoletta
N1 - Funding Information:
We sincerely acknowledge the National Meteorological Agency (NMA) of Ethiopia for providing monthly rainfall data for this study. The authors are very much thankful to the anonymous reviewers for providing very useful suggestions, which helped a lot in improving the quality of the paper.
Publisher Copyright:
© 2019, Springer Nature Switzerland AG.
PY - 2019
Y1 - 2019
N2 - As manufacturers face a decreasing channel power, radical innovation in Consumer Packaged Goods represents for them both a risky activity and a necessity. At the same time, retailers keep investing in developing Private Label products. This paper aims to understand the role played by manufacturers and retailers in radical innovations in the CPG industry. Two datasets by Kantar Worldpanel are analysed, including all radical innovations launched in Spain between 2012 and 2016 across the 31 most innovative categories. Results indicate that Manufacturer Brands play a leading role in radical innovation, despite the difficulties they face in achieving distribution and the challenge of Private Label “me-toos”. Furthermore, in most categories with a high number of innovations the growth of PL market share slows down. The paper suggests that manufacturers need to keep innovating in order to hinder the development of private labels and to preserve their position in the channel.
AB - As manufacturers face a decreasing channel power, radical innovation in Consumer Packaged Goods represents for them both a risky activity and a necessity. At the same time, retailers keep investing in developing Private Label products. This paper aims to understand the role played by manufacturers and retailers in radical innovations in the CPG industry. Two datasets by Kantar Worldpanel are analysed, including all radical innovations launched in Spain between 2012 and 2016 across the 31 most innovative categories. Results indicate that Manufacturer Brands play a leading role in radical innovation, despite the difficulties they face in achieving distribution and the challenge of Private Label “me-toos”. Furthermore, in most categories with a high number of innovations the growth of PL market share slows down. The paper suggests that manufacturers need to keep innovating in order to hinder the development of private labels and to preserve their position in the channel.
KW - Consumer Packaged Goods
KW - New products
KW - Private Label
KW - Radical innovation
UR - https://www.scopus.com/pages/publications/85125332845
UR - https://www.webofscience.com/api/gateway?GWVersion=2&SrcApp=pure_univeritat_ramon_llull&SrcAuth=WosAPI&KeyUT=WOS:000493518900003&DestLinkType=FullRecord&DestApp=WOS
U2 - 10.1007/978-3-030-18911-2_3
DO - 10.1007/978-3-030-18911-2_3
M3 - Conference contribution
AN - SCOPUS:85125332845
SN - 9783030189105
T3 - Springer Proceedings in Business and Economics
SP - 19
EP - 26
BT - Advances in National Brand and Private Label Marketing - 6th International Conference 2019
A2 - Martínez-López, Francisco J.
A2 - Gázquez-Abad, Juan Carlos
A2 - Roggeveen, Anne
PB - Springer Science and Business Media B.V.
Y2 - 12 June 2019 through 14 June 2019
ER -