IDEAS home Printed from https://ideas.repec.org/h/spr/prbchp/978-3-031-69192-8_12.html
   My bibliography  Save this book chapter

What Will Be the Areas of Competition Between NB and PL in the Metaverse?

In: Advances in National Brand and Private Label Marketing

Author

Listed:
  • Marcello Sansone

    (University of Cassino and Southern Lazio)

  • Annarita Colamatteo

    (University of Cassino and Southern Lazio)

  • Maria Anna Pagnanelli

    (Ecampus University)

  • Maria D’Agostini

    (University of Cassino and Southern Lazio)

Abstract

The research investigates the evolving retail competition dynamics within the metaverse, focusing on the competition areas between national brands (NB) and private labels (PL). The study identifies the key areas of competition, including price, promotion, quality, visual merchandising, product innovation, packaging, and human resources, using a conceptual approach based on MacInnis’ (2011) framework. It assesses their similarities or differences across the metaverse, e-commerce, and brick-and-mortar retail. The findings categorize competition areas into three groups, emphasizing similarities with e-commerce, brick-and- mortar, or neutrality in the metaverse. Insights are drawn for industry practitioners and scholars, highlighting the need to adapt pricing strategies, maintain traditional marketing practices, and tailor approaches for variables with virtual peculiarities. The implications suggest an omnichannel approach, balancing proven strategies from traditional environments with innovative approaches tailored to the metaverse's unique characteristics.

Suggested Citation

  • Marcello Sansone & Annarita Colamatteo & Maria Anna Pagnanelli & Maria D’Agostini, 2024. "What Will Be the Areas of Competition Between NB and PL in the Metaverse?," Springer Proceedings in Business and Economics, in: Juan Carlos Gázquez-Abad & Nicoletta Occhiocupo & José Luis Ruiz-Real (ed.), Advances in National Brand and Private Label Marketing, pages 114-121, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-69192-8_12
    DOI: 10.1007/978-3-031-69192-8_12
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:prbchp:978-3-031-69192-8_12. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.