It's all in the name

Nicholas Plimmer

No 372401, Competition & Regulation Times from New Zealand Institute for the Study of Competition and Regulation

Abstract: In late 2006, Australia's Coles group embarked on a $910 million strategy that involved bringing its store brands under one name. The strategy was a disaster, and was abandoned in Easter 2007 with costs already in the hundreds of millions. Nicholas Plimmer ponders the lessons from this debacle.

Date: 2008-07-01
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Persistent link: https://EconPapers.repec.org/RePEc:vuw:vuwcrt:372401

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