Private Label Strategy

Private Label Strategy: How to Meet the Store Brand Challenge is a 2007 business book by Nirmalya Kumar and Jan Benedict Steenkamp. This book describes the strategies for private labels that major retailers are using, and analyses how major national brands can mount a response.^[1][2]

Private Label Strategy: How to Meet the Store Brand Challenge

Author	Nirmalya Kumar and Jan-Benedict Steenkamp
Language	English
Subject	Economics
Publisher	Harvard Business School Press
Publication date	2007
ISBN	978-1422101674
OCLC	935513164

Publication

The book was published in 2007. Sales of the book, priced at $35, reached 12,000 units in a span of 10 months.^[3] A Chinese translation of the book was published in 2007. By the end of 2007, the book also was being translated into Portuguese, Russian, and Spanish.^[3]

Reception

In a positive review, Financial Times reviewer Stefan Stern wrote that Private Label Strategy "does usefully succeed in marking out the territory in which own-label goods and premium brands are doing battle". He praised the book for providing "a thorough analysis of the strategic and tactical options that are open to all the players in this market".^[4] Writing in the Indian Journal of Marketing, Ruchita Pangriya lauded the book for being "well structured for reading", saying it "gives a great understanding regarding the growth and development phases of private labels and how these brands are posing a challenge to the manufacturer brands".^[5] D. Bruce Merrifleid of Supply House Times called the book "well-researched, well-written and comprehensive".^[6]