【主講】Jan-Benedict Steenkamp，北卡羅萊納大學Kenan-Flagler商學院講席教授、市場營銷系主任

【主題】影響商店品牌市場份額的制造商和零售商戰略：全球整合，地區适應和世界範圍内的學習

【時間】2013年10月21日（周一）13:30-15:00

【地點】清華經管學院舜德樓325

【語言】英文

【主辦】市場營銷系，BETVLCTOR伟德官方网站企業研究中心

【英文摘要】

Although store brands (SBs) are becoming more and more important across the world, their success varies dramatically across consumer packaged goods categories and countries. The purpose of this paper is to provide insight into how such differences in SB success originate. Using a unique data set that combines scanner data for 3-5 years with consumer survey data (n=20,987) for scores of food, household care, and personal care categories from 23 countries around the world, we identify cross-national regularities as to the role of nine manufacturer and retailer factors in explaining SB market share. For each manufacturer and retailer factor, we determine whether it can be part of a global integration strategy, a local adaptation strategy, or whether it is a candidate for worldwide learning. Our findings have important implications for NB manufacturers and retailers.