【主讲】Jan-Benedict Steenkamp，北卡罗莱纳大学Kenan-Flagler商学院讲席教授、市场营销系主任

【主题】影响商店品牌市场份额的制造商和零售商战略：全球整合，地区适应和世界范围内的学习

【时间】2013年10月21日（周一）13:30-15:00

【地点】清华经管学院舜德楼325

【语言】英文

【主办】市场营销系，清华大学企业研究中心

【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.