Some of the major brands supply products to be used for private labels in addition to their own products. This approach is often labelled as ?if you can?t beat them,
join them? strategy. This strategy, however, is heavily criticized by some marketing experts. The opponents of ?if you can?t beat them, join them? strategy often
highlight the potential negative impact of such a strategy on how brand is perceived by customers. Discuss whether producing and selling private labels could be a
viable strategy for manufacturers of branded products.
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