Own brands from the perspective of the manufacturer

Abstract

The focus of this research is Private Brand, from the Colombian manufacturer perspective (in cities like Bogotá, Cali, Medellín), in order to know the actions they are implementing to counteract the competitive tendency of private brands, amongs others: (I) The financial come out of this activity, (II) the cannibalism effect, and (III) future plans to invest in new technology.
Additional objectives of this research have to do with positive and negative effects of the private brands in their businesses; the different characteristics of private brands versus manufacturer brand; and, finally, we measure the attitude of the manufacturer towards the private brand concept and the intermediaries who sponsor private brands.