Alianças estratégicas e marcas próprias: a falta de estratégias nas alianças estaria tornando impróprias as marcas?

Abstract

Over the last decades a lot of forms of cooperation between organizations appeared, and among them strategic alliances. In this context, retailers have developed private label products (PLPs) in partnership with the manufacturers of these products. The PLPs spread mainly in European countries, reaching, for example, a market share of over 50% in Switzerland; however in Brazil they have not reached 5% of the sales from retailers. Therefore, this theoretical paper aims to discuss the concepts of strategic alliances and private label products and present their implications for retailers and PLPs manufacturers. It was observed that many of the precepts involving the concepts of private label products and strategic alliances are not followed by retailers neither by manufacturers, which may explain the low performance of the PLPs in Brazil. Accordingly, this article sheds light on a series of questions and challenges for retailers and manufacturers to evaluate their strategic alliances around the development of PLPs.