Abstract
Since their introduction into U.S. supermarkets in 1977, generic grocery products have been a major center of controversy. Statistics indicate that the rapid growth phase for generics has ended and that this concept has now entered the maturity phase of its life cycle. Since generics have now become a permanent feature of the grocery industry, retailers and manufacturers must carefully formulate their marketing strategies, whether these strategies are for offensive or defensive reasons. This article focuses on these critical strategic questions, reviews past manufacturer and retailer strategies, and makes recommendations for future strategies now that generics have reached maturity.
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