Building Networks of Small Brands

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.

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