Private label in the food retail: how me-too evolves into brand: the development of a private label consortium with Decò Italia
D'Appollonio, Andrea (A.A. 2024/2025) Private label in the food retail: how me-too evolves into brand: the development of a private label consortium with Decò Italia. Tesi di Laurea in Managerial decision making, Luiss Guido Carli, relatore Luigi Marengo, pp. 88. [Master's Degree Thesis]
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Abstract/Index
Private label in the food retail. Definition and evolution of private label. Private label in the food retail: Italy vs Europe. Comparison between MDD and IDM. Evolving private labels from me-too copies to brand. Product diversification: innovation, evolution, and perception. Brand (re)positioning: from imitation to differentiation. Brand loyalty: addressing consumer infidelity. Premiumization: targeting higher-end market segments. The development of a private label consortium: the case of Decò Italia. Analysis of Decò Italia product lines. Qualitative research methodology.
References
Bibliografia: pp. 58-60.
| Thesis Type: | Master's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Master's Degree Programs > Master's Degree Program in Management, English language (LM-77) |
| Chair: | Managerial decision making |
| Thesis Supervisor: | Marengo, Luigi |
| Thesis Co-Supervisor: | Mazzù, Marco Francesco |
| Academic Year: | 2024/2025 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 16 Sep 2025 09:54 |
| Last Modified: | 16 Sep 2025 09:54 |
| URI: | https://tesi.luiss.it/id/eprint/43183 |
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