Private Label Performance & National Brand Response
TD35A.1
Private Label Performance & National Brand Response Sanjay K. Dhar, Stephen J. Hoch --- U of Chicago, 1101 E 58th St., Chicago, IL 60637 ,
Private labels have made significant inroads in the last decade. This study first attempts to understand the key drivers of private label performance. Using this information, we also examine the potential strategies that national brands could use to respond.
