文章基本信息

标题：BECOMING A PRIVATE LABEL SUPPLIER: OPPORTUNITIES AND CHALLENGES. DOI: 10.15600/1679-5350/rau.v12n3p23-46
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作者：Marcos Hideyuki Yokoyama ; Andrea Lago da Silva ; Éderson Luiz Piato 等
期刊名称：Çukurova Üniversitesi Eğitim Fakültesi Dergisi
印刷版ISSN：1302-9967
出版年度：2014
卷号：12
期号：3
页码：23-46
语种：English
出版社：Çukurova University
摘要：The private label strategy has been adopted by Brazilian retailers and has created new demands for suppliers, who need to reevaluate their manufacturing structure in order to decide whether they should manufacture such products. The main purpose of this paper is to understand the challenges that manufacturers face when deciding to become a private label supplier. Besides, we investigate the benefits created through this initiative. We conducted a qualitative research under the case study method and we contribute to the literature since there is a lack of previous studies from the perspective of manufacturers. As main findings, we observed that the studied companies stand in different stages of evolution since they adopt different strategies to profit from opportunities created by Brazilian retailers. In general, we can state that the adoption of private label strategy improves the suppliers’ manufacturing abilities and brings new demands for service and innovation.
关键词：Private Label;Stage of Evolution;Manufacturer;Food Supplier