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Private Label Strategies in Europe

In: Diversity in European Marketing

Author

Listed:
  • Isabelle Schuiling

    (Louvain School of Management, UCL)

  • Renaud Cogels

Abstract

In this chapter, we will first review the overall evolution of private labels in the world. We will elaborate on the differences between Europe and the US and understand the reasons for the growth of private labels. Next, we will review what are the objectives followed by retailers in the development of private labels and the different types of private labels that retailers have created over the years.

Suggested Citation

  • Isabelle Schuiling & Renaud Cogels, 2012. "Private Label Strategies in Europe," Springer Books, in: Thomas Rudolph & Bodo B. Schlegelmilch & András Bauer & Josep Franch & Jan Niklas Meise (ed.), Diversity in European Marketing, edition 127, chapter 7, pages 155-177, Springer.
    • Handle: RePEc:spr:sprchp:978-3-8349-6976-7_7
    DOI: 10.1007/978-3-8349-6976-7_7
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