Zusammenfassung
Das stärkere Aufkommen von Handelsmarken zwingt die Markenartikler, eine Gegenstrategie zu finden. Aufgezeigt wird, warum die Markenartikel in eine bedrohliche Situation gerieten und wie sie diese überwinden können.
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Jain, S.C., Tucker, L.R. (1997). A New Era of Brand Warfare: Preventing Private Label Inroads. In: Berndt, R. (eds) Business Reengineering. Herausforderungen an das Management, vol 4. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-59187-7_7
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