Produktutveckling av EMV och LMV ? en jämförande studie
LMVEMVProduktutvecklingDagligvaruhandelFallstudieManagement of enterprisesFöretagsledningManagementBusiness and Economics
Existing studies concerning private labels are unclear as to whether private label manufacturers carry out product development themselves. Furthermore, there is a lack of studies comparing product development processes in private label companies and national brand manufacturers. This study highlights a set of critical product development factors and assesses their prevalence in four different companies in the Swedish retail business. The study is based on a number of qualitative interviews with key personnel responsible for various table fats. Findings indicate two levels of involvement in the product development process on the private label side. One of the observed private label companies exhibited a high level of involvement in the product development process whilst the other established broad directives for manufacturers and was less involved in details of product development. The comparative analysis also revealed a number of similarities and differences between private label companies and national brand manufacturers concerning the approach to development projects.