Win-Win Strategies at Discount Stores

Barbara Deleersnyder, Marnik Dekimpe, Jan-Benedict Steenkamp and Oliver Koll

ERIM Report Series Research in Management from Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam

Abstract: An important development that contributes to store brands’ growing success in the grocery market is the increasing number of discount stores that sell predominantly own, private-label, brands. To fight private labels, manufacturers of national brands feel increasingly compelled to develop better trade relations with discounters. Some discounters, from their part, are looking for opportunities to differentiate themselves, and to move beyond a pure price-based competition, by extending their assortment with attractive national brands. In this study, we determine what factors drive national-brand success at discount stores, and lead to positive outcomes for both the manufacturer and the discounter.

Keywords: branded goods; discount retailing; performance (search for similar items in EconPapers)
JEL-codes: C44 L81 M M31 (search for similar items in EconPapers)
Date: 2005-09-14
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