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Vertical relationships and dual branding strategies in the Italian food industry

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Author Info

  • G. Galizzi

    (Department of Agricultural and Food Economics, Universit� Cattolica del Sacro Cuore, Piacenza, Italy)

  • L. Venturini

    (Faculty of Law, Universit� Cattolica del Sacro Cuore, Piacenza, Italy)

  • S. Boccaletti

    (Department of Agricultural and Food Economics, Universit� Cattolica del Sacro Cuore, Piacenza, Italy)

Abstract

The purpose of this article is to examine the determinants that affect the decision of food firms to produce private label products. In the first part, the authors analyse the dynamics of the diffusion of private labels: three stages of development are identified, and the basic hypothesis is that large firms get involved in the production of private labels only after the introductory phase. In the second part this hypothesis is tested using cross-sectional data for a sample of Italian firms: even if the market share of private labels in Italy is still relatively low, the results confirm that larger firms show a higher willingness to produce private labels in industries where their diffusion is in a more advanced stage. © 1997 John Wiley & Sons, Inc.

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Bibliographic Info

Article provided by John Wiley & Sons, Ltd. in its journal Agribusiness.

Volume (Year): 13 (1997)
Issue (Month): 2 ()
Pages: 185-195

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Handle: RePEc:wly:agribz:v:13:y:1997:i:2:p:185-195

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Web page: http://onlinelibrary.wiley.com/journal/10.1002/(ISSN)1520-6297

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Cited by:
  1. Bergès, Fabian & Bontems, Philippe & Réquillart, Vincent, 2007. "L'impact économique du développement des marques de distributeurs," IDEI Working Papers 455, Institut d'Économie Industrielle (IDEI), Toulouse.
  2. Alessandro Bonanno & Rigoberto A. Lopez, 2004. "Private Labels, Retail Configuration, and Fluid Milk Prices," Food Marketing Policy Center Research Reports 082, University of Connecticut, Department of Agricultural and Resource Economics, Charles J. Zwick Center for Food and Resource Policy.
  3. Ward, Michael B. & Shimshack, Jay P. & Perloff, Jeffrey M. & Harris, J. Michael, 2002. "Effects of the private-label invasion in food industries," MPRA Paper 22186, University Library of Munich, Germany.
  4. Luciano VENTURINI, 1997. "Comments On The Convergence Hypothesis," Department of Resource Economics Regional Research Project 9612, University of Massachusetts.
  5. Bonanno Alessandro & Lopez Rigoberto A., 2005. "Private Label Expansion and Supermarket Milk Prices," Journal of Agricultural & Food Industrial Organization, De Gruyter, vol. 3(1), pages 1-18, February.

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