Approaches of Fast Moving Consumer Good Brand Manufacturers towards Product Development. "Safe players" versus "Productors": Implications for Retailers' Management of Manufacturer Relations
Bodil Stilling Blichfeldt () (Department of Environmental and Business Economics, University of Southern Denmark)
Abstract
Drawing on a qualitative study of fast moving consumer good manufacturers’ management of development of line extensions, the purpose of this paper is to pinpoint implications of such management for manufacturers’ relations with retailers. Especially, the study suggests that manufacturers emphasising brands are likely to choose a “stand alone” approach towards retailers whilst manufac-turers emphasising products are more likely (1) to collaborate with retailers whilst developing line extensions and (2) to engage in private label product de-velopment and production. Apart from the fact that the study suggests retailers to influence manufacturers’ levels of innovativeness in relation to line exten-sions, the study further suggests that manufacturers can be divided into two dif-ferent groups on the basis of their line extension development activities. On the basis of these two different approaches, the paper points to implications for re-tailers’ management of manufacturer relations.
Download Info
To download:
If you experience problems downloading a file, check if you have the
proper application to
view it first. Information about this may be contained
in the File-Format links below. In case of further problems read
the IDEAS help
page. Note that these files are not on the IDEAS
site. Please be patient as the files may be large.
Publisher Info
Paper provided by University of Southern Denmark, Department of Environmental and Business Economics in its series Working Papers with number
56/04.