Intro -- Acknowledgements -- Contents -- List of Abbreviations -- List of Figures -- List of Tables -- 1: Introduction to Issues around Marketing Private Label and Manufacturer Brands -- Overview -- Purpose and Background of this Book -- Significance of the Book -- Methodology Employed in the Investigation -- Scope of the Book -- Contribution of the Book -- Book Outline -- Chapter 1 -- Chapters 2, 3 and 4 -- Chapter 5 -- Chapters 6 and 7 -- Chapter 8 -- Chapter 9 -- Chapter Recap -- References -- 2: The Management of FMCG Product Categories -- Overview -- History of Category Management -- Historical Development -- Distinct Phases -- What is Category Management? -- Distinction between Brand Management and Category Management -- History of Private Label Brands -- First Era: Emergence of Private Label Brands (1840-1860) -- Second Era: The Decline of Private Label Brands (1861-1928) -- Third Era: The Rise of Private Label Brands (1929-1945) -- Fourth Era: The Stability of Private Label Brands (1946-1975) -- Fifth Era: Private Label Brands Versus Manufacturer Brands (1976-2003) -- Deployment of the Category Management Process -- Objectives and Benefits of Category Management -- Brand and Category Management Organisational Arrangements -- Brand and Category Organisation for the FMCG Manufacturer -- Supermarket Retailer and Category Management Organisation -- Joint Category Management Arrangements -- Manufacturer/Retailer Collaboration -- Category Captain Arrangements -- Research Set in the Category Management Context -- Key Aspects of the Literature on the Management of FMCG Categories -- Chapter Recap -- References -- 3: Product Innovation, Category Marketing Support, Consumer Choice and Power -- Overview -- Product Innovation -- Meaning of Innovation -- Continuum of Innovation -- Continuous, Dynamically Continuous and Discontinuous Innovation.

Incremental and Radical Innovation -- Brand Innovation, Growth and Competitiveness -- Manufacturer Brand and Private Label Innovation in Supermarket Product Categories -- Capacity to Innovate -- Incentives, Nature and Progress of Innovation -- Category Marketing Support -- Consumer Choice -- Power and the FMCG Industry -- An Overview -- Bases/Sources of Power -- Power-Dependence Relationship -- Power and Cooperation -- Balance of Power in the FMCG Industry -- Chapter Recap -- References -- 4: Private Label and Manufacturer Brand Coexistence -- Overview -- Product Categories and Brands -- Manufacturer Brands and Private Label -- Hierarchy of Participating Brands in the Categories -- Private Label Portfolio -- Balancing Private Label and Manufacturer Brands in the Product Categories -- Private Label Share in an Environment of High Retail Concentration -- Private Label/Manufacturer Brand Category Share and Equilibrium -- Research Direction of this Book -- Chapter Recap -- References -- 5: Key Research Issues in the Marketing of Private Label and Manufacturer Brands -- Overview -- A Recap of the Research Questions -- Research Themes and Specific Research Issues -- Balance Between Manufacturer Brands and Private Label FMCG/Supermarket Product Categories -- Product Innovation, Category Marketing Support and Consumer Choice -- Category Strategic Policies on the Coexistence of Manufacturer Brands and Private Label in FMCG/Supermarket Product Categories -- Conceptual Framework -- Chapter Recap -- References -- 6: Research Paradigm, Research Method and Research Design -- Overview -- Research Paradigm -- Positivist Paradigm -- Phenomenological/Interpretive Paradigm -- Critical Theory -- Constructivism -- Realism -- Justification of Case Research Methodology -- Research Design -- Theory-Building Nature of the Research -- Quality Issues in Case Study Research.

Criteria for Case Selection -- Rationale for Multiple-Case Design -- Rationale Behind the Choice of Cases -- Rationale for Number of Cases and Number of Interviews -- Number of In-Store Category Observation Study Forms Completed -- Chapter Recap -- References -- 7: Private Label and Manufacturer Brand Research Execution -- Overview -- Data Collection -- Techniques of Data Collection -- Secondary Data -- In-Store Category Observation Study (Primary Data) -- In-Depth Interviews (Primary Data) -- Pilot Study -- Data Analysis -- Secondary Data -- In-store Category Observation Data -- Interview Data -- Triangulation of Evidence -- Limitations of Methodology -- Ethical Considerations -- Chapter Recap -- References -- 8: Empirical Evidence on the Coexistence of Private Label and Manufacturer Brands -- Overview -- A Restatement of the Research Issues -- Balance between Manufacturer Brands and Private Label in FMCG Product Categories -- Product Innovation, Category Marketing Support and Consumer Choice -- Category Strategic Policies on the Coexistence of Private Label and Manufacturer Brands in FMCG Product Categories -- Case Summaries: FMCG Categories and Grocery Retailers -- FMCG/Supermarket Categories -- Milk Category -- Flour Category -- Cheese Category -- Breakfast Cereals Category -- Tomato Sauce Category -- Grocery Retail Chains and Selected Supermarket Groups -- Balance Between Private Label and Manufacturer Brands -- Analysis of Research Issue 1 -- Balance in a Highly Concentrated Grocery Retail Landscape -- Analysis of Research Issue 2a -- Analysis of Research Issues 2b and 2c -- Comparative Capacity for Product Innovation and Category Support -- Analysis of Research Issue 3a -- Analysis of Research Issue 3b -- Stance on Comparative Capacity for Product Innovation and Category Support -- Analysis of Research Issues 4a and 4b.

Analysis of Research Issue 4c -- Role of Consumer Choice -- Analysis of Research Issue 5 -- Nature of Coexistence between Private Label and Manufacturer Brands -- Analysis of Research Issue 6 -- Role of Power in the Coexistence of Private Label and Manufacturer Brands -- Analysis of Research Issue 7 -- Power as it Relates to Private Label Growth and Equilibrium -- Power and Shelf/Merchandising Decisions -- Power and Category Management Arrangements -- Power and Driving Category Growth through Innovation and Category Support -- Power and Private Label Quality Spectrum -- Wrap-up of Discussion on Research Issue 7 -- Chapter Recap -- References -- 9: Conclusions and Implications of this Book -- Overview -- Summary of Outcomes on the Research Issues -- Addressing the Findings of the Book in the Context of the Literature -- Balancing Private Label and Manufacturer Brands in FMCG/Supermarket Product Categories -- Concluding Comments on Research Propositions 2b and 2c -- Product Innovation, Category Marketing Support and Consumer Choice -- Concluding Comments on Research Propositions 3a and 3b -- Concluding Comments on Research Propositions 4a, 4b and 4c -- Concluding Comments on Research Proposition 5 -- Category Strategic Policies on the Coexistence of Private Label and Manufacturer Brands in FMCG/Supermarket Product Categories -- Concluding Comments on Research Proposition 6 -- Concluding Comments on Research Propositions 7a and 7b -- Resultant Modified Conceptual Framework -- Theoretical Implications -- Implications for Marketing Practice -- Global Implications and Comparative Case Study Examples -- A Case Study of Switzerland and the UK -- A Case Study of Australia -- A Case Study of New Zealand -- Implications for Private Label Growth -- Drawing Conclusions from this Book -- Directions for Further Research -- Chapter Recap -- Conclusion -- References.

Appendix -- List of Codes Used in Data Management (Research Interview Data) -- Glossary -- Index.