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Digital reintermediation: A strategic response to mitigate the proliferation of private labels in FMCG manufacturing sector
Dissertation (MPhil)--University of Pretoria, 2023
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| Other Authors: | |
| Format: | Thesis |
| Language: | English |
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University of Pretoria
2024
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| _version_ | 1867613529335398400 |
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| access_status_str | Open Access |
| author | Kutumela, Ntswaki |
| author2 | Chipp, Kerry |
| author_browse | Chipp, Kerry Kutumela, Ntswaki |
| author_facet | Chipp, Kerry Kutumela, Ntswaki |
| author_sort | Kutumela, Ntswaki |
| collection | Thesis |
| dc_rights_str_mv | © 2023 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. |
| description | Dissertation (MPhil)--University of Pretoria, 2023 |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/96043 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:37:35.577Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2024 |
| publishDateRange | 2024 |
| publishDateSort | 2024 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/96043 Digital reintermediation: A strategic response to mitigate the proliferation of private labels in FMCG manufacturing sector Kutumela, Ntswaki Chipp, Kerry Reintermediation Private label Resource-based theory E-commerce Qualitative research Dissertation (MPhil)--University of Pretoria, 2023 This research explores the use of a digital reintermediation approach as a response to the increasing challenge faced by national brand manufacturers in the fast-moving consumer goods market due to the growth and spread of private label brands. The study is based on the resource-based view theory, which acknowledges that the ongoing expansion of retailer-owned private label brands is gradually bypassing manufacturers at the point of sale. This requires a deliberate reaction to preserve a competitive edge. This research explores the impact of digital reintermediation, specifically through the growing e-commerce channel, on enabling manufacturers to directly interact with consumers in order to address the issues presented by private label businesses. The study examines different mechanisms of e-commerce adoption that firms might use to develop a direct-to-consumer presence. The research adopted a qualitative technique, utilising semi-structured interviews done through purposive sampling. Additionally, an embedded case study was integrated. The data analysis employed an inductive approach, yielding a thorough comprehension of the dynamics associated with the digital reintermediation technique. The findings highlight the difficulties manufacturers encounter when trying to utilise their current resources and talents to navigate the changing market environment. The study indicates that producers should strategically integrate resources by implementing an e-commerce strategy and deciding between a 'build' or 'buy' approach. This research provides significant information for national brand manufacturers that are seeking effective tactics to combat the increasing impact of private label brands and maintain their competitive advantage in the market. pagibs2024 2024-05-17T11:17:02Z 2024-05-17T11:17:02Z 2024-04-17 2024-04-17 Mini Dissertation * A2024 http://hdl.handle.net/2263/96043 en © 2023 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | Reintermediation Private label Resource-based theory E-commerce Qualitative research Kutumela, Ntswaki Digital reintermediation: A strategic response to mitigate the proliferation of private labels in FMCG manufacturing sector |
| title | Digital reintermediation: A strategic response to mitigate the proliferation of private labels in FMCG manufacturing sector |
| title_full | Digital reintermediation: A strategic response to mitigate the proliferation of private labels in FMCG manufacturing sector |
| title_fullStr | Digital reintermediation: A strategic response to mitigate the proliferation of private labels in FMCG manufacturing sector |
| title_full_unstemmed | Digital reintermediation: A strategic response to mitigate the proliferation of private labels in FMCG manufacturing sector |
| title_short | Digital reintermediation: A strategic response to mitigate the proliferation of private labels in FMCG manufacturing sector |
| title_sort | digital reintermediation a strategic response to mitigate the proliferation of private labels in fmcg manufacturing sector |
| topic | Reintermediation Private label Resource-based theory E-commerce Qualitative research |
| url | http://hdl.handle.net/2263/96043 |
| work_keys_str_mv | AT kutumelantswaki digitalreintermediationastrategicresponsetomitigatetheproliferationofprivatelabelsinfmcgmanufacturingsector |