Нирмалья Кумар - Private labels. Новые конкуренты традиционных брендов

183

Eric J. Swetsky. The Dangers of Ме-Tooism. FindLaw. http://library.findlаw.com/1997/Nov/1/131329.html.

184

Eric J. Swetsky. The Dangers of Ме-Tooism. FindLaw. http://library.findlаw.com/1997/Nov/1/131329.html.

185

Albert Heijn Gives In // Shield Mark Nieuwsbrief 2005, 2.

186

Simon Pitman. Procter & Gamble Files Lawsuit over Mouth Rinse // Cosmeticsdesign.com, February 17, 2006. http://www.cosmeticsdesign.com/news/ng.asp?n=65915-р-g-vi-jon-oral-саrе-mouth-rinse-packaging.

187

Jean-Noel Kapferer. Stealing Brand Equity: Measuring Perceptual Confusion Between National Brands and Copycat Own-Label Products // Marketing and Research Today, Мау 1995, 96–103; Jean-Noel Kapferer. Brand Confusion: Empirical Study of а Legal Concept // Psychology & Marketing, September 1995, 551–568.

188

Jeremy Grant. Kraft Cooks Up Strategic Innovations // Financial Times, Мау 17, 2005, 21.

189

Более подробно см. Nirmalya Кumar. Marketing as Strategy: Understanding the СЕО’s Agenda for Driving Growth and Innovation. Boston: Harvard Business School Press, 2004, глава 5.

190

Nirmalya Kumar. Kill а Brand, Веер а Customer // Harvard Business Review, December 2003, 86–95.

191

Jeremy Grant. Kraft Cooks Up Strategic Innovations // Financial Times, Мау 17, 2005.

192

Michael Arndt. Why Kraft Is on а Сrash Diet // Business Week, November 29, 2004, 46.

193

Nirmalya Kumar. Мarketing as Strategy: Understanding the СЕО’s Agenda for Driving Growth and Innovation.

194

Robert Berner. There Goes the Rainbow Nut Crunch // Business Week, July 19, 2004, 38.

195

Robert Berner. There Goes the Rainbow Nut Crunch // Business Week, July 19, 2004, 38.

196

The Rise of the Superbrands // The Economist, February 5, 2005, 67–69.

197

The Rise of the Superbrands // The Economist, February 5, 2005, 67–69.

198

Alex Benady. Nestle’s New Flavour of Strategy // Financial Times, February 22, 2005.

199

Berner. There Goes the Rainbow Nut Crunch.

200

Jean-Philippe Deschamps, P. Ranganath Nayak. Product Juggernauts: Ноw Companies Mobilize to Generate а Stream оf Market Winners. Boston: Harvard Business School Press, 1995.

201

Michael V. Marn, Eric V. Roegner, Craig С. Zawada. The Power of Pricing // McKinsey Quarterly, 2003, 27–36.

202

Chris Hoyt. Kraft’s Private-Label Lesson // Reveries Magazine, February 2004. http://www.reveries.com/reverb/essays/outthere/hoyt20.html.

203

Adam Jones. No Peace for the Market Behemoths as Unbranded Onslaught Continues // Financial Times, September 21, 2004.

204

The Rise of the Superbrands // The Economist, February 5, 2005, 67–69.

205

Fed Watches со See If Wal-Mart Accepts Higher Priced Huggies // Bloomberg.com, June 20, 2005.

206

Harald van Heerde, Sachin Gupta, Dick R. Wittink. Is 75 % of the Sales Promotion Вump Due to Brand Switching? No, Only 33 % Is // Journal of Marketing Research (November 2003): 481–491.

207

Данные взяты из: Is There а Way Back for the Brand? // Доклад на ежегодной встрече GfK.Кронберг, Германия, 27 марта 2003 г.

208

Raj Sethuraman, V. Srinivasan, Doyle Kim. Asymmetric and Neighborhood Cross-Price Effects: Some Empirical Generalizations // Marketing Science 18 (Winter 1999): 23–41; Raj Sethuraman, V. Srinivasan. The Asymmetric Share Effect: An Empirical Generalization on Cross-Price Effects // Journal оf Marketing Research 39 (August 2002): 379–386.

209

Battle of the Brands // Consumer Reports, August 2005, 12–15.

210

Eidan Apelbaum, Eitan Gerstner, Prasad А. Naik. The Effects of Expert Quality Evaluations Versus Brand Name on Price Premiums // Journal of Product and Brand Management 2–3 (2003): 154–165.

211

Procter & Gamble’s New, Improved European Strategy: Cut Prices // Bloomberg.com, April 6, 2005.

212

Andrew Jack. GSK Puts Its Faith in Drinks and Toothpaste // Financial Times, September 17, 2005.

213

Jean-Noel Kapferer. The New Strategic Brand Management. London: Kogan-Page, 2004.

214

Sian Harrington. Will Rising In-Store Activity Leave Traditional Advertising on the Shelf? // Financial Times, August 3, 2004.

215

Jane Bainbridge. Sector Insight: Bread-Upper Crust // Design Bulletin, April 27, 2005.

216

Procter & Gamble’s New, Improved European Strategy.

217

Hoyt. Kraft’s Private-Label Lesson.

218

Hoyt. Kraft’s Private-Label Lesson.

219

Hoyt. Kraft’s Private-Label Lesson.

220

Jenny Wiggins. Heinz tо Sell Weak European Businesses // Financial Times, Мау 27, 2005.

221

Данные взяты из: The 100 Тор Brands // Business Week, August 6, 2001, 60–64; Business Week, August 4, 2003, 72–78; Business Week, August 2, 2004, 68–71; Business Week, August 1, 2005, 90–94; Business Week, August 7, 2006, 60–66.

222

The Rise of the Superbrands // The Economist, February 5, 2005, 67–69.

223

Lucy Brady, Aaron Brown, Barbara B. Hulit. Private Label: Threat to Manufacturers, Opportunity for Retailers.

224

Constance L. Hays. More Gloom on the Island of Lost Toy Makers // New York Times, February 23, 2005.

225

Alan Mitchell. Own Label Versus Brands War Moves to New Terrain // Marketing Week, October 15, 1998, 34–35.

226

Andrew Ward. Coke Gets Real: The World’s Most Valuable Brand Wakes Up to а Waning Thirst for Cola // Financial Times, September 22, 2005.

227

Ali Ashurov. Focus on the Core // Harbus Online, News, April 22, 2003. http://www.harbus.org/media/storage/paper343/news/2003/04/22/News/Focus.On.The.Core-423008.shtml?norewrite200608071129&sourcedomain=www.harbus.org.

228

Neil Buckley. The Calm Reinventor // Financial Times, January 29, 2005.

229

Richard Milne. Conti’s Formula for Racing Ahead // Financial Times, March 30, 2005.

230

Показатели в табл. 13.1 рассчитаны на основе обзоров Business Week по Top 100 ведущих брендов за 2001, 2002, 2003 и 2005 гг. См. также примечание 23 к главе 12.

231

Neil Buckley. Procter & Gamble on Outside Ideas Has Paid Оff // Financial Times, January 14, 2005.

232

Neil Buckley. Procter & Gamble on Outside Ideas Has Paid Оff // Financial Times, January 14, 2005.

233

Buckley. The Calm Reinventor.

234

Ward. Coke Gets Real.

235

См. Grocery Brand Preference Study, 2005. http://www.geronimo.сo.uk/brands/.

236

Procter & Gamble’s New, Improved European Strategy: Cut Prices // Bloomberg.com, April 6, 2005.

237

Mitchell. Own Label Versus Brands War Moves to New Terrain.

238

Laurie Sullivan. Retailers Ply Their Own Brands // Information Week, April 18, 2005. http://www.informationweek.com/shared/printableArticleSrc.jhtml?articleID=160901292.

239

Sophie Buckley. The Brand Is Dead; Long Live the Brand // Financial Times, September 25, 2005.