Should National Brand Manufacturers Enter the Intensely Competitive Private Label Business?

A new Journal of Marketing study explores the complex trade-offs involved when manufacturers of national brands supply private labels to retailers, a practice known as "dual branding." Read an in-depth recap of this research here: https://www.ama.org/2023/11/07/should-national-brand-manufacturers-enter-the-intensely-competitive-private-label-business/ Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231196575 Reference: Yu Ma, Kusum L. Ailawadi, Mercedes Martos-Partal, and Óscar González-Benito, “Dual Branding by National Brand Manufacturers: Drivers and Outcomes,” Journal of Marketing. Narrator: Adalgisa Butkewitsch Acknowledgments: Sushma Kambagowni Topics: dual branding, b2b, private labels, marketing management The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠⁠⁠⁠⁠University FM