Manufacturer and retailer strategies to impact store brand share: Global integration, local adaptation, and worldwide learning

Marketing Science

Volumn 33, Issue 1, 2014, Pages 6-26

  Steenkamp, Jan Benedict E M ^a   Geyskens, Inge ^b  

^a UNIVERSITY OF NORTH CAROLINA   (United States)

^b TILBURG UNIVERSITY   (Netherlands)

Author keywords

Empirical generalizations; Global strategies; International marketing; National brands; Store brands; Worldwide learning

Indexed keywords

EID: 84893388687     PISSN: 07322399     EISSN: 1526548X     Source Type: Journal    
DOI: 10.1287/mksc.2013.0801     Document Type: Article

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