Motywy wytwarzania produktów pod markami innych producentów

• Autorzy: Witek-Hajduk M. K.

Warianty tytułu

EN

Motives of manufacturing brands on behalf of another manufacturers

• Języki publikacji: PL

Abstrakty

PL

W ostatnich latach coraz więcej producentów wytwarza produkty pod markami i na zlecenie innych przedsiębiorstw, w tym detalistów i producentów. Brakuje jednak badań dotyczących motywów, jakimi kierują się producenci wytwarzający produkty oznaczone markami innych producentów. Celem artykułu jest więc odpowiedź na następujące pytanie badawcze: jakie są motywy podejmowania przez producentów współpracy w zakresie wytwarzania produktów pod markami innych producentów? W celu odpowiedzi na to pytanie zrealizowano badania ilościowe metodą ankietową w formie wywiadu telefonicznego z zastosowaniem techniki CATI wspomaganą metodą CAWI na łącznej próbie 300 losowo wybranych średnich i dużych polskich producentów artykułów spożywczych. W wyniku badań empirycznych potwierdzono tezę, że kluczowymi motywami wytwarzania produktów pod markami innych producentów są motywy ekonomiczno-finansowe, a mniejsze znaczenie mają motywy relacyjne oraz motywy konkurencyjne i rynkowe.

EN

In recent years, more and more manufacturers produce brands on behalf of another companies, including retailers and another manufacturers. There is a lack of papers on the topic of the motives of manufacturing brands on behalf of another manufacturers. The aim of this paper is therefore to answer the following research question: what are the motives of manufacturing brands on behalf of another manufacturers? CATI and CAWI technology methods were employed to collect data and 300 telephone interviews with respondents from medium and large-sized Polish food companies were completed. As a result of empirical research, it has been confirmed that in the food industry economic and financial objectives are the key motives of manufacturing brands by on behalf of another manufacturers.

Słowa kluczowe

PL

marka producenta; motywy wytwarzania pod markami innych producentów; kooperencja między producentami; koopetycja

EN

manufacturers brands; motives of manufacturing brands on behalf of another manufacturers; coopetition between manufacturers

• Wydawca: Polskie Wydawnictwo Ekonomiczne SA
• Czasopismo: Gospodarka Materiałowa i Logistyka
• Rocznik: 2015
• Tom: nr 7
• Strony: 16--23
• Opis fizyczny: Bibliogr. 49 poz., tab.

Twórcy

autor

Witek-Hajduk M. K.

• Szkoła Główna Handlowa w Warszawie, Kolegium Gospodarki Światowej

Bibliografia

• Ailawadi, K.L., Borin, N., Farris, P.W. (1995). Market power and performance: a cross-industry analysis of manufacturers and retailers. Journal of Retailing, 71 (3).
• Ailawadi, K., Bradlow, E., Draganska, M., Nijs, V., Rooderkerk, R., Sudhir, K., Wilbur, K., Zhang, J. (2010). Empirical Models of Manufacturer-Retailer Interaction: A Review and Agenda for Future Research. Marketing Letters, (21).
• Ailawadi, K. (2001). The Retail Power-Performance Conundrum: What Have We Learned?, Journal of Retailing, 77 (3).
• Ailawadi, K., Kopalle, P., Neslin, S. (2005). Predicting Competitive Response to a Major Policy Change: Combining Normative and Empirical Analysis. Marketing Science, 24 (1), (Winter).
• Ailawadi, K., Neslin, S., Gedenk, K. (2001). Pursuing the Value Conscious Consumer: Store Brands Versus National Brand Promotions. Journal of Marketing, 65 (1), (January).
• Anselmsson, J., Johansson, U. (2007). Corporate social responsibility and the positioning of grocery brands'. International Journal of Retail&Distribution Management, 35 (10).
• Baltas, G. i in. (2007). Consumer characteristics and demand for store brands. International Journal of Retail & Distribution Management, 35 (5).
• Batra, R., Sinha, I. (2000). Consumer-Level Factors Moderating the Success of Private Label Brands. Journal of Retailing, 76 (2).
• Binninger, A.-S. (2008). Exploring the relationships between retail brands and consumer store loyalty. International Journal of Retail & Distribution Management, 36 (2).
• Bontemps, C., Orozco, V., Requillart, V. (2008). Private labels, national brands and food prices. Review of lndustrial Organization, 33 (1).
• Bontemps, Ch., Dilhan, S.M., R'Equillart, V. (1999). Strategie Effects of Private Labels. European Review of Agricultural Economics, 26 (2).
• Bontemps, Ch., Orozco, V., R'Equillart, V., Revisiol, A. (2005). Price Effects of Private Label Development. Journal of Agricultural & Food Industrial Organization, (3).
• Burt, S. (2000). The Strategie Role of Retail Brands in British Grocery Retailing. European Journal of Marketing, 34 (8).
• Cao, M., Zhang Q. (2011). Supply chain collaboration: Impact on collaborative advantage and firm performance. Journal of Operations Management, 29 (3).
• Chimhundu, R. (2011). Private Label Marketing Performance: An Analysis of Historical Trends Using Theories of Cumulative Change and Punctuated Equilibrium. International Journal of Business and Management, 6 (8).
• Chimhundu, R., Hamlin, R.P., McNeill, L. (2011). Retailer brand share statistics in four developed economies from 1992 to 2005. Some observations and implications. British Food Journal, 113 (3).
• Corstjens, M., Lal, R. (2000). Building store loyalty through private labels. Journal of Marketing Research, 37 (8).
• Corstjens, M., Lal, R. (2000). Building Store Loyalty Through Store Brands. Journal of Marketing Research, 37 (3), 281-291.
• Cygler, J. (2009). Kooperencja przedsiębiorstw. Czynniki sektorowe i korporacyjne. Warszawa: OW SH.
• Cygler, J. Aluchna, M., Marciszewska, E., Witek-Hajduk, M., Materna, G. (2013). Kooperencja przedsiębiorstw w dobie globalizacji. Wyzwania strategiczne, uwarunkowania prawne. Warszawa: Wolters Kluwer.
• Davies, G. (1990). Marketing to retailers: a battle for distribution? Long Range Planning, 23 (6).
• Dunne, D., Narasimhan, C. (1999). The New appeal of private labels. Harvard Business Review, 77 (3).
• Gołębiowski, T., Dudzik, T., Lewandowska, M., Witek-Hajduk, M.K. (2008). Modele biznesu polskich przedsiębiorstw (cz. I i II). Warszawa: OW SGH.
• Gomez-Arias, J.T., Bello-Acebron, L. (2008). Why do leading brand manufacturers supply private labels? Journal of Business & Industial Marketing, 23 (4).
• Halstead, D., Ward, C. B. (1995). Assessing the Vulnerability of Private Label Brands. Journal of Product & Brand Management, 4 (3).
• Hansen, K., Singh, V. Chintagunta, P. (2006). Understanding store-brand purchase behavior across categories. Marketing Science, 25 (1).
• Hoch, S.J., Banerji, S. (1993). When do private labels succeed? Sloan Management Review, 34 (1).
• Hultman, M., Opoku, R.A., Sangari, E. S., Oghazi, P., Bui, Q.T. (2008). Private Label Competition: the Perspective of Sweedish Branded Goods Manufacturers. Management Research News, 31 (2).
• Liu, T., Wang, C. (2008). Factors affecting attitudes towards private labels and promoted brands. Journal of Marketing Management, 34 (3/4).
• Mills, D.E. (1995). Why Retailers Sell Private Labels. Journal of Economics & Management Strategy, 4 (3).
• Miranda, M.J., Joshi, M. (2003). Australian Retailers Need to Engage with Private Labels to Achieve Competitive Difference.Asia Pasific Journal of Marketing and Logistics, 15 (3).
• Narasimhan, C., Wilcox, R. T. (1998). Private Labels and the Channel Relationship: A Cross-Category Analysis. The Journal of Business, 71 (4).
• Oubina, J., Rubiuo, N., Yaüge, J. (2006). Strategic management of store brands: an analysis from the manufacturer's perspective. International Journal of Retail & Distribution Management, 34 (10).
• Petty, R.D. (2012). From label to trademark. The legal origins of the concept of brand identity in nineteenth century America. Journal of Historical Research in Marketing, 4 (1).
• Putsis, Jr. W.P., Cotterill, R.W. (1999). Share, price and category expenditure — geographic market effects and private labels. Managerial and Decision Economics, 20 (4), 175-87.
• Quelch, J., Harding, A.,D., (1996). Brands versus private labels. Harvard Business Review, 74 (1).
• Raju, J.S., Sethuraman, R., Dhar, S.K. (1995). The interaction and performance of store brands. Management Science, 41 (6).
• Sayman, S., Hoch, S.J., Raju, J. (2002). Positioning of store brands. Marketing Science, 21 (4).
• Scott-Morton, F., Zettelmeyer, F. (2004). The strategic positioning of store brands in retailer manufacturer negotiations. Review of lndustrial Organization, 24 (2).
• Simatupang, T., Sridharan, R. (2002). The Collaborative Supply Chain. The International Journal of Logistics Management, 13.
• Sinha, I., Batra, R. (1999). The effect of consumer price consciousness on private label purchase. International Journal of Research in Marketing, 80 (3).
• Steenkamp, J.-B., Dekimpe, M. (1997). The increasing power of private labels: building loyalty and market share. Long Range Planning, 30 (6).
• Steenkamp, J.-B., Dekimpe, M. G. (1997). The Power of Store Brands: Intrinsic Loyalty and Conquesting Power. Long Range Planning, 30 (6).
• Steiner, R.L. (2004). The Naturę and Benefits of National Brand / Private Label Competition. Review of Industńal Organization, (24).
• Sudhir, K., Talukdar, D. (2004). Does storę brand patronage improve storę patronage? Review of Industrial Organization, 24 (2).
• Trocki, M. (2001). Outsourcing. Warszawa: PWE.
• Vahie, A., Paswan, A. (2006). Private Label Brand Image: Its Relationship with Storę Image and National Brand. International Journal of Retail and Distribution Management, 34 (1).
• Verhoef, P.C., Nijssen, E.J., Sloot, L.M. (2002). Strategic reactions of national brands manufacturers towards private labels. An empirical study in The Netherlands. European Journal of Marketing, 36 (11/12).
• Zineldin, M. (2004). Co-opetition: the organisation of the future. Marketing Intelligence & Planning, 22 (7).