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Building Networks of Small Brands

Chris A. Abernathy (Vice President of the Snacks and International Consumer Products Division of Borden, Inc.)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 1 January 1991

Abstract

Examines regional marketing in the food manufacturing industry and how it can be used to build networks of regionally‐marketed brands for national clout and efficiency, to develop nationally‐distributed brands and to encourage growth on national brands which may be competing in stagnant categories. Adopts a case study approach using Borden and Campbell Soup. Investigates approaches to regional marketing and tackles the wider implications of the concept for the food manufacturing industry.

Keywords

Citation

Abernathy, C.A. (1991), "Building Networks of Small Brands", Journal of Services Marketing, Vol. 5 No. 1, pp. 29-34. https://doi.org/10.1108/EUM0000000002527

Publisher

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MCB UP Ltd

Copyright © 1991, MCB UP Limited