The future of private label markets: A global convergence approach

• Main Authors: GIELENS, Katrijn, DEKIMPE, Marnik G., MUKHERJEE, Anirban, TULI, Kapil R.
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2023
• Subjects: Private labels; International marketing; Adaptive foresight; Marketing
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/7152; https://ink.library.smu.edu.sg/context/lkcsb_research/article/8151/viewcontent/1_s2.0_S0167811622000568_main.pdf
• Institution: Singapore Management University

Private-label (PL) shares are characterized by considerable heterogeneity across both countries and categories, not only in their current level, but also in the rate at which they are growing. This creates ambiguity about their remaining growth potential. To offer insights into the likely long-run P...