Issue 1, 2012

Starov S. A., Gabisov A. A., Shostka A. D., Cherenkov V. I. Formation of Balanced Private Label Portfolio for Lenta Retail Chain.

This article is devoted to Lenta retail chain’s own private (own) label portfolio management. Authors propose methodological approaches aimed at creation of well-balanced structure of retailer’s private label portfolio. The solutions are based on the David Aaker’s model of brand portfolio structural analysis, Nirmalya Kumar’s model of brand portfolio optimization, and Natalia Storozheva’s micromodel of assortment optimization. Basing on this theory authors propose practical recommendations for Lenta’s private label portfolio development. Keywords: Private (Own) Label, Retail Chain, Private Label Classification, Private Label Portfolio, Private Label Portfolio Architecture, Balanced Private Label Portfolio, Aaker’s Model of Brand Portfolio Structural Analysis, Kumar’s Model of Brand Portfolio Optimization.

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