Branding and its consequences for German agribusiness

Jon Henrich Hanf · Rainer W. Kühl

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Consumer Market Behavior and Pricing Economics of Agriculture and Food Markets Agriculture and Agroindustry Studies

Abstract

Abstract Today there is a clear consensus that customer orientation is a competitive necessity in order to survive in a market. In this article, the authors will analyze questions addressing brand management, especially the activities of retailers who are developing their own brands. As evidenced by the steady increase in market share for retail brands, nowadays consumers see little significant difference between retail brands and processor brands. Being the trustee of credence characteristics of food items, brands have to guarantee the correctness of their products throughout the whole food supply chain. In order to ensure this, vertical coordination mechanisms have to be installed. This is leading to competition among retail chains in the area of vertical coordination to ensure quality and to build brand equity. [EconLit citations: L220, L660, Q130.] © 2005 Wiley Periodicals, Inc. Agribusiness 21: 177–189, 2005.

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1991Firm Resources and Sustained Competitive Advantage 2004Firm resources and sustained competitive advantage 1997Social Structure and Competition in Interfirm Networks: The Paradox of Embeddedness 1966A New Approach to Consumer Theory 1990The Effect of a Market Orientation on Business Profitability 1990Market Orientation: The Construct, Research Propositions, and Managerial Implications 1976A New Approach to Consumer Theory 1970Information and Consumer Behavior

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