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Part A Introductory Chapter

In: Vertical Brand Portfolio Management

Author

Listed:
  • Diederich Bakker

    (Hanze University Groningen International Business School)

Abstract

The proliferation of private labels has been evident in grocery retailing worldwide (Kumar and Steenkamp, 2007, Olbrich et al., 2009). Sales of private labels (PLs) have grown globally over the past decades. In North America, for example, PL unit sales have reached an average 22% share across all product categories (Nielsen, 2010). In several European countries PLs have gotten even higher market shares with 32% in Germany, 43% in Great Britain, and Switzerland leading the list with 46% unit sales (Nielsen, 2010).

Suggested Citation

  • Diederich Bakker, 2015. "Part A Introductory Chapter," Springer Books, in: Vertical Brand Portfolio Management, edition 127, pages 1-11, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-08221-5_1
    DOI: 10.1007/978-3-658-08221-5_1
    as

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