Advances in Theory and Practice in Store Brand Operations

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Focusing on the operational challenges of private brands, the book addresses product strategy, pricing, channel introduction, and supply chain coordination. It traces the emergence of private labels in Europe during the 1960s and 1970s and highlights the rapid growth of private brands globally, particularly in mature markets. Despite the rise of private labels in China, with significant sales from major retailers like JD, the market share remains low compared to Europe and America. The text emphasizes the need for effective management in product selection, pricing, channel restructuring, and supply chain coordination.