Research on the Innovative Decisions of Supermarket Private Brands and Designated Manufacturers

Abstract

One of the core competencies of a supermarket lies in its branding. With the continuous development of the market economy and the ongoing evolution of consumer demand, private brands have progressively emerged as significant contributors to supermarket growth. However, a pivotal developmental challenge for supermarkets is navigating the innovative decision-making process between private brands and designated manufacturers. This paper aims to investigate the innovative decisions between private brands and designated manufacturers, along with the relevant promotional strategies employed during entry into the United States market.