Нирмалья Кумар - Private labels. Новые конкуренты традиционных брендов
- Название:Private labels. Новые конкуренты традиционных брендов
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- Издательство:Array Литагент «Альпина»
- Год:2015
- Город:Москва
- ISBN:978-5-9614-4026-4
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160
Информация о корпорации Cott получена из годовых отчетов компании за 2004 и 2005 гг. http://www.cott.com.
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Cott Corporation. Cott Corporation Expects 2005 Earnings tо Ве Substantially Below Previously Announced Guidance, 21 сентября 2005 г. http://www.corporate-ir.net/ireye/ir_site.zhtml?ticker=COT&script=410&layout=-6&itеm_id=759222.
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Данные взяты из годового отчета компании McBride « Working Together» за 2005 г. ( http://www.mcbride.co.uk), а также собраны во время полевых интервью на конференции Ассоциации производителей товаров под марками торговых сетей (Амстердам, Нидерланды, 27–29 мая 2002 г.).
163
Годовой отчет компании McBride «Working Together» за 2005 г. http://www.mcbride.co.uk, 20.
164
Nirmalya Kumar. Create Trust, Not Fear in Manufacturer– Retailer Relationships// Harvard Business Review, November-December 1996, 96–106.
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Nirmalya Kumar. Marketing as Strategy: Understanding the СЕО’s Agenda for Driving Growth and Innovation. Boston: Harvard Business School Press, 2004.
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Janet Adamy. Ваrе Essentials // Wall Street Journal, August 30, 2005.
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John Gapper. Brands Get the Worst of а Hard Bargain // Financial Times, March 17, 2005.
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John Gapper. Brands Get the Worst of а Hard Bargain // Financial Times, March 17, 2005.
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Alex Benady. Nestle’s New Flavour of Strategy // Financial Times, February 22, 2005.
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Lisa В. Fasig. Federated Readying Millions for May Stores Overhaul // Business First of Columbus, February 13, 2006.
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H&M: Bringing Haute tо the Hoi Polloi // Business Week Online, Мау 30, 2005. http://www.businessweek.com/magazine/content/05_22/b3935090_mz054.htm.
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М+М Planet Retail // Daily News by Planet Retail , August 29, 2005.
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Thomas Васhl. Big Splurge or Piggy Bank: Where Are the Markets Heading For? // Доклад на ежегодной конференции GfK. (Кронберг, Германия, 27 января 2004 г.).
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Barbara Deleersnyder, Marnik G. Dekimpe, Jan-Benedict Е. М. Steenkamp, Oliver Koll. Win-Win Strategies at Discount Stores // Working paper, Marketing Science Institute, Cambridge, MA, 2006.
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Carol Matlack, Rachael Tiplady. The Big Brands Gо Begging // Business Week, March 21, 2005, 18–19.
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Adamy. Ваrе Essentials.
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Charles Fishman. The Wal-Mart You Don’t Know // Fast Company, December 2003, 68.
178
Некоторые разделы этой главы написаны по результатам совместных исследовательских проектов авторов в сотрудничестве с компаниями. См. Katrijn Gielens, Jan-Benedict Е. М. Steenkamp. What Drives New Product Success? An Investigation Across Products and Countries // Working paper, Marketing Science Institute, Cambridge, МА, 2004; Jan-Benedict Е. М. Steenkamp, Steven М. Вurgess. Optimum Stimulation Level and Exploratory Consumer Behavior in an Emerging Market // International Journal of Research in Marketing 19 (June 2002), 131–150; Jan-Benedict Е. М. Steenkamp, Katrijn Gielens. Consumer and Market Drivers of the Trial Probability of New Consumer Packaged Goods // Journal of Consumer Research 29 (December 2003): 368–384; Jan-Benedict Е. М. Steenkamp, Frenkel ter Hofstede, Michel Wedel. А Cross-National Investigation into the Individual and National Cultural Antecedents of Consumer Innovativeness // Journal оf Marketing 63 (April 1999): 55–69.
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Jeremy Grant. An Own-Label Lesson for Bean-Counters // Financial Times, March 11, 2005.
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Расчеты авторов на основе данных годового отчета компании Campbell Soup за 2005 г. http://www.campbellsoupcompany.com/index.asp?_cpovisq=.
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John D. Cook, Pantelis А. Georgiadis. Packaged Goods: It’s Time to Focus on Product Development // McKinsey Quarterly 2, 1997, 91–99.
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Shlomo Kalish, Vijay Mahajan, Eitan Muller. Waterfall and Sprinkler New-Product Strategies in Competitive Global Markets // International Journal of Research in Marketing 12 (June 1995): 105–119.
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Eric J. Swetsky. The Dangers of Ме-Tooism. FindLaw. http://library.findlаw.com/1997/Nov/1/131329.html.
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Eric J. Swetsky. The Dangers of Ме-Tooism. FindLaw. http://library.findlаw.com/1997/Nov/1/131329.html.
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Albert Heijn Gives In // Shield Mark Nieuwsbrief 2005, 2.
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Simon Pitman. Procter & Gamble Files Lawsuit over Mouth Rinse // Cosmeticsdesign.com, February 17, 2006. http://www.cosmeticsdesign.com/news/ng.asp?n=65915-р-g-vi-jon-oral-саrе-mouth-rinse-packaging.
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Jean-Noel Kapferer. Stealing Brand Equity: Measuring Perceptual Confusion Between National Brands and Copycat Own-Label Products // Marketing and Research Today, Мау 1995, 96–103; Jean-Noel Kapferer. Brand Confusion: Empirical Study of а Legal Concept // Psychology & Marketing, September 1995, 551–568.
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Jeremy Grant. Kraft Cooks Up Strategic Innovations // Financial Times, Мау 17, 2005, 21.
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Более подробно см. Nirmalya Кumar. Marketing as Strategy: Understanding the СЕО ’ s Agenda for Driving Growth and Innovation. Boston: Harvard Business School Press, 2004, глава 5.
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Nirmalya Kumar. Kill а Brand, Веер а Customer // Harvard Business Review, December 2003, 86–95.
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Jeremy Grant. Kraft Cooks Up Strategic Innovations // Financial Times, Мау 17, 2005.
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Michael Arndt. Why Kraft Is on а Сrash Diet // Business Week, November 29, 2004, 46.
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Nirmalya Kumar. Мarketing as Strategy: Understanding the СЕО’s Agenda for Driving Growth and Innovation.
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Robert Berner. There Goes the Rainbow Nut Crunch // Business Week, July 19, 2004, 38.
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Robert Berner. There Goes the Rainbow Nut Crunch // Business Week, July 19, 2004, 38.
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The Rise of the Superbrands // The Economist, February 5, 2005, 67–69.
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The Rise of the Superbrands // The Economist, February 5, 2005, 67–69.
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Alex Benady. Nestle’s New Flavour of Strategy // Financial Times, February 22, 2005.
199
Berner. There Goes the Rainbow Nut Crunch.
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Jean-Philippe Deschamps, P. Ranganath Nayak. Product Juggernauts: Ноw Companies Mobilize to Generate а Stream оf Market Winners. Boston: Harvard Business School Press, 1995.
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Michael V. Marn, Eric V. Roegner, Craig С. Zawada. The Power of Pricing // McKinsey Quarterly, 2003, 27–36.
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Chris Hoyt. Kraft’s Private-Label Lesson // Reveries Magazine, February 2004. http://www.reveries.com/reverb/essays/outthere/hoyt20.html.
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Adam Jones. No Peace for the Market Behemoths as Unbranded Onslaught Continues // Financial Times, September 21, 2004.
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The Rise of the Superbrands // The Economist, February 5, 2005, 67–69.
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Fed Watches со See If Wal-Mart Accepts Higher Priced Huggies // Bloomberg.com, June 20, 2005.
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Harald van Heerde, Sachin Gupta, Dick R. Wittink. Is 75 % of the Sales Promotion Вump Due to Brand Switching? No, Only 33 % Is // Journal of Marketing Research (November 2003): 481–491.
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Данные взяты из: Is There а Way Back for the Brand? // Доклад на ежегодной встрече GfK.Кронберг, Германия, 27 марта 2003 г.
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Raj Sethuraman, V. Srinivasan, Doyle Kim. Asymmetric and Neighborhood Cross-Price Effects: Some Empirical Generalizations // Marketing Science 18 (Winter 1999): 23–41; Raj Sethuraman, V. Srinivasan. The Asymmetric Share Effect: An Empirical Generalization on Cross-Price Effects // Journal оf Marketing Research 39 (August 2002): 379–386.
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Battle of the Brands // Consumer Reports, August 2005, 12–15.
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Eidan Apelbaum, Eitan Gerstner, Prasad А. Naik. The Effects of Expert Quality Evaluations Versus Brand Name on Price Premiums // Journal of Product and Brand Management 2–3 (2003): 154–165.
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Procter & Gamble’s New, Improved European Strategy: Cut Prices // Bloomberg.com, April 6, 2005.
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Andrew Jack. GSK Puts Its Faith in Drinks and Toothpaste // Financial Times, September 17, 2005.
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Jean-Noel Kapferer. The New Strategic Brand Management. London: Kogan-Page, 2004.
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Sian Harrington. Will Rising In-Store Activity Leave Traditional Advertising on the Shelf? // Financial Times, August 3, 2004.
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Jane Bainbridge. Sector Insight: Bread-Upper Crust // Design Bulletin, April 27, 2005.
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Procter & Gamble’s New, Improved European Strategy.
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Hoyt. Kraft’s Private-Label Lesson.
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Hoyt. Kraft’s Private-Label Lesson.
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Hoyt. Kraft’s Private-Label Lesson.
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Jenny Wiggins. Heinz tо Sell Weak European Businesses // Financial Times, Мау 27, 2005.
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Данные взяты из: The 100 Тор Brands // Business Week, August 6, 2001, 60–64; Business Week, August 4, 2003, 72–78; Business Week, August 2, 2004, 68–71; Business Week, August 1, 2005, 90–94; Business Week, August 7, 2006, 60–66.
222
The Rise of the Superbrands // The Economist, February 5, 2005, 67–69.
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