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Application of product life cycle concept to private label management

Sandra Horvat ; Faculty of Economics and Business, University of Zagreb

Puni tekst: engleski, pdf (200 KB) str. 63-75 preuzimanja: 1.241* citiraj
APA 6th Edition
Horvat, S. (2013). Application of product life cycle concept to private label management. Market-Tržište, 25 (1), 63-75. Preuzeto s https://hrcak.srce.hr/104093
MLA 8th Edition
Horvat, Sandra. "Application of product life cycle concept to private label management." Market-Tržište, vol. 25, br. 1, 2013, str. 63-75. https://hrcak.srce.hr/104093. Citirano 03.12.2020.
Chicago 17th Edition
Horvat, Sandra. "Application of product life cycle concept to private label management." Market-Tržište 25, br. 1 (2013): 63-75. https://hrcak.srce.hr/104093
Harvard
Horvat, S. (2013). 'Application of product life cycle concept to private label management', Market-Tržište, 25(1), str. 63-75. Preuzeto s: https://hrcak.srce.hr/104093 (Datum pristupa: 03.12.2020.)
Vancouver
Horvat S. Application of product life cycle concept to private label management. Market-Tržište [Internet]. 2013 [pristupljeno 03.12.2020.];25(1):63-75. Dostupno na: https://hrcak.srce.hr/104093
IEEE
S. Horvat, "Application of product life cycle concept to private label management", Market-Tržište, vol.25, br. 1, str. 63-75, 2013. [Online]. Dostupno na: https://hrcak.srce.hr/104093. [Citirano: 03.12.2020.]

Sažetak
Private labels have recorded significant growth rates worldwide, becoming a serious threat to manufacturer brands. Development of private labels in many different product categories increased the complexity of their management. Therefore, this paper examines the possibility of using the product life cycle concept in private label management. Given that private labels are a specific brand type, it is necessary to adjust certain elements of the product life cycle concept, as it was developed on the basis of manufacturer brands. For instance, in the growth stage of the product life cycle, retailers expand private labels to a number of product categories and use the push strategy while manufacturers tend to expand their distribution network in the expansion of their brands and predominantly use the pull strategy in doing so. Furthermore, there is a focus shift from low-price strategy, predominantly used in the introduction phase, to increasing the quality and private label value in the later stages of the product life cycle.

Ključne riječi
private label management; product life cycle

Hrčak ID: 104093

URI
https://hrcak.srce.hr/104093

[hrvatski]

Posjeta: 1.963 *