Abstract
With the emergence of more private brands launched by retail chains, Taiwanese national brand manufacturers face a strategic dilemma of whether they should produce competing private brands. Past research offers tactics of how national brands compete with private brands, but little investigation probes why they manufacture the products for retailers. This study examines the manufacturers’ strategic motives that lead to their contract manufacturing for private labels. Twenty-five expert samples were selected from Taiwan food companies which have been involved in contract manufacturing for private labels. The results of the Analytic Hierarchy Process (AHP) and Monte Carlo Simulation showed that Taiwanese national brand manufacturers primarily harbor economics motives most for the apportionment of production cost and profit increase. The empirical evidence offers both retailers and brand manufacturers useful implications for mutually developing a private label strategy.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: INTERNATIONAL JOURNAL ON Advances in Information Sciences and Service Sciences
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
