Concentration of the retail sector and trapped brands

  title={Concentration of the retail sector and trapped brands},
  author={Brenda Cullen and Alan Whelan},
Abstract This article explores how the growth in concentration of the retail trade has influenced both the strategies and performances of brands within the FMCG industry. Three mature markets within the FMCG industry—tea, toothpaste and dishwashing liquid—are examined over a 13-year period (1982–1993). The study compares the strategies of dominant brands in these markets against those of second tier brands. Four key brand strategies—advertising, distribution, number of brand variants and… CONTINUE READING