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.).
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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.
191
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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