Hur påverkar en lansering av EMV det ekonomiska resultatet i en kategori -En kvantitativ studie om EMV lanseringar i sällanköpshandeln-
Private label introductions have been increasing in recent years. The main reason for this is that private labels increase the retailer's profits in the category. The purpose of this study is to examine how a private label introduction affects the category's performance. This study was conducted by studying the category's performance before and after the introduction, two categories are examined. Data have been collected at a Swedish retailer and consists of 38 stores, all located in Sweden and within the same store profile.