Deleersynder, Dekimpe, Steeenkamp and Koll adress the issue that well-known discounters extend their assortment with attractive national brand offerings. The reason behind this strategy of discounters is to differentiate themselves from other discounters, build stronger and more sustainable consumer relations and thereby moving beyond a pure price-based competition.
The current study provide interesting new insights when trading national brands through discount stores:
Barbara Deleersnyder, Marnik G. Dekimpe, Jan-Benedict E.M. Steenkamp, Oliver Koll (2007), Win–win strategies at discount stores. Journal of Retailing and Consumer Services, Vol. 14 Iss: 5 pp. 309-318.