In the aisles of grocery stores, battles are raging for shelf-space. Private labels, also known as store brands, are battling national brands to win the war of market share. Marketing professor Katrijn Gielens covers their battles like an imbedded journalist in a war zone, documenting the outcome of their strategic campaigns.
[This article has been reproduced with permission from research from the UNC Kenan-Flagler Business School: http://www.kenan-flagler.unc.edu/]