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Part C Planning for Vertical Brand Portfolio Management

In: Vertical Brand Portfolio Management

Author

Listed:
  • Diederich Bakker

    (Hanze University Groningen International Business School)

Abstract

The aim of the following is the formulation of a planning process that will guide brand manufacturers when engaging in Vertical Brand Portfolio Management (VBPM). The chapter will begin with the establishment of general goal criteria that should act as the overall framework of the collaboration between manufacturer and retailer. To engage in VBPM, brand manufacturers are encouraged to thoroughly assess all relevant internal and external factors.

Suggested Citation

  • Diederich Bakker, 2015. "Part C Planning for Vertical Brand Portfolio Management," Springer Books, in: Vertical Brand Portfolio Management, edition 127, pages 83-238, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-08221-5_3
    DOI: 10.1007/978-3-658-08221-5_3
    as

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