In this chapter, we will first review the overall evolution of private labels in the world. We will elaborate on the differences between Europe and the US and understand the reasons for the growth of private labels. Next, we will review what are the objectives followed by retailers in the development of private labels and the different types of private labels that retailers have created over the years.
CITATION STYLE
Schuiling, I., & Cogels, R. (2012). Private label strategies in Europe. In Diversity in European Marketing: Text and Cases (pp. 155–177). Gabler Verlag. https://doi.org/10.1007/978-3-8349-6976-7_7
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