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Private label retailers: Systematic review of winning strategies

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The present article is structured around a systematic review of research literature on the winning strategies of private label retailers, published between 1960 and 2015. There has been no systematic review of literature on the origin and growth of private label retailers along with their strategies. To fill this gap, this study aims to review the research that has been investigated on various retailer strategies. Beginning with the origin and history of private label brands, it goes on to describe the brand building and brand positioning strategies of private brand retailers around the world. The approach to the review is original and holistic, and aims to help and inspire practitioners and academicians in the domain of marketing, and researchers and retailers in the developing world. In short, the article brings together relevant concepts, and suggests avenues for future research for both marketing retailers and researchers.
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Document Type: Research Article

Publication date: March 1, 2017

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