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Article

Why Do Local South Korean Market Leaders Supply Retailer Grocery Brands?

Details

Citation

Cho Y, Burt S & Dawson J (2013) Why Do Local South Korean Market Leaders Supply Retailer Grocery Brands?. Journal of Asia-Pacific Business, 14 (4), pp. 336-360. https://doi.org/10.1080/10599231.2013.810985

Abstract
This article examines why many of the leading South Korean brand manufacturers produce retailer brand products within their major product categories. The reasons identified include pressure from retailers, protection of other national brand product ranges, maintenance or improvements in working relationships, protection of other distribution channels, savings in marketing budgets, diversification of product lines, and changing competitive structures. Evidence is also provided of the dynamic nature of decision making relating to retail brand supply across the whole portfolio of brands which the manufacturer offers, rather than in respect of individual product brands or markets, the focus of much existing work.

Keywords
retailer brand supply; response strategy; market leading brands; South Korea

Journal
Journal of Asia-Pacific Business: Volume 14, Issue 4

StatusPublished
Publication date31/12/2013
URL
PublisherTaylor and Francis
ISSN1059-9231
eISSN1528-6940

People (2)

Professor Steve Burt

Professor Steve Burt

Professor, Marketing & Retail

Professor John Dawson

Professor John Dawson

Emeritus Professor, Marketing & Retail

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