The balancing Act between Decentralisation and Centralisation in Marketing and Innovation Management
Ralf Ganzenmüller, Ipsos GmbH und Marius Baumeister, Roland Berger Strategy Consultants, in planung & analyse, 09/2009
With private labels conquering market share, can manufacturers allow to drift away from consumers needs and shopper insights? Manufacturers of consumer goods move between central and de-central management of their global brand portfolios. In more central approaches, local consumer needs and shopper insights are usually not at the centre of attention. Still, research indicates that local brands meet consumer needs better. Roland Berger Strategy Consultants and Ipsos argue that managing complexity to fulfill consumer and shopper needs is key to success in markets with increasing power of retailers and private labels.
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