Title: Exporting under private labels: conditions and influencing factors

Authors: Yaron Timmor, Jehiel Zif

Addresses: The Arison School of Business, The Interdisciplinary Center Herzliya, P.O. Box 167 Herzliya 46150, Israel. ' Marketing and International Business, The Ono Academic College, Zahal 104 St. Kiryat Ono, Israel

Abstract: Based on data collected through 101 in-depth interviews among export managers, the study investigates the conditions and factors that influence exporting under private labels. Distributor|s adaptation is proposed as a variation to product and promotion adaptation within the context of export strategy considerations. The findings are interpreted within a proposed framework based on a set of factors regarding a firm|s competencies and goals and the industry characteristics at the export market. Key findings: (1) producers tend to export their products either entirely under a private label or else entirely under their own name or trademark; (2) exports under private labels can be predicted by the proposed set of factors; and (3) private label exporting was not found to be inferior to own-brand exporting in terms of sales and profitability. Market shares, however, were reported to be higher by nonprivate label exporters.

Keywords: exports; private labels; distributor adaptation; international marketing strategy; export strategy; own-brand exporting; market share.

DOI: 10.1504/GBER.2008.016826

Global Business and Economics Review, 2008 Vol.10 No.1, pp.35 - 57

Published online: 24 Jan 2008 *

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