Distributor Brands: NPD Processes and Outcomes
2009 (English)In: Proceedings of the 38th Annual Conference of the European Marketing Academy, 2009Conference paper (Refereed)
Abstract: Most new product development studies focus on manufacturer brands; few consider distributor brands. This paper investigates whether the outcome of a manufacturer controlled NPD process differs from the outcome of a distributor controlled process. Interviews within the Norwegian grocery industry and analysis of sales numbers from an AC Nielsen database illustrate that manufacturers and distributors reach different outcomes. As expected, Norwegian distributors, who mostly develop copycat products of large volume manufacturer brands, have lower failure rates. More surprising, the study reveals that distributor brands achieve faster growth in market share than manufacturer brands when brand concentration is low.
Place, publisher, year, edition, pages
IdentifiersURN: urn:nbn:se:uu:diva-119785OAI: oai:DiVA.org:uu-119785DiVA: diva2:300982
38th EMAC, Nantes, 26-29 May, 2009