IMPACTS OF OWN BRANDS STRATEGY ON MANUFACTURER – RETAILER RELATIONSHIP: CASE STUDIES IN LARGE SIZE COMPANIES
The study of marketing and production strategy of own brand products requires an understanding of both the benefits gained by retailers and manufacturers involved in this activity and also the effects of this strategy on the relationship between these companies. According to this idea, a qualitative...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Universidade Federal de Santa Maria
2012-05-01
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| Series: | Revista de Administração da UFSM |
| Subjects: | |
| Online Access: | http://cascavel.ufsm.br/revistas/ojs-2.2.2/index.php/reaufsm/article/download/5905/pdf |