 .       
 

 


        .  -         ,        .  ,   ,       90-   .         FMCG-  ,    ;      ; ,           .       FMCG-,     , ,   ,    ,           . ,     ,     ,  FMCG-     510 .





 ,  

 .       



  

  

  . 

 . 

     

  . 



 2012 John Wiley & Sons.

All Rights Reserved. Authorised translation from the English language edition published by John Wiley & Sons Limited. Responsibility for the accuracy of the translation rests solely with OOO ALPINA and is not the responsibility of John Wiley & Sons Limited. No part of this book may be reproduced in any form without the written permission of the original copyright holder, John Wiley & Sons Limited.

    , , .   , 2013



  .                        ,         ,           .



       (www.litres.ru (http://www.litres.ru/))


* * *







     ,             .

     ,      ,  ,   ;  ,    Storewars Business Simulation,     :  ,  ,  ,  ,     .

            Richard Ivey School of Business (  .  )        ;   CEIBS (-  -)            ;      Excel Forma??o        ;     ;   Metro  -           ;  ,  ,   - IAE Universidad Austral (  );    Inspiraction   (),        MBA IUM (  )  .

    Planet Retail  Nielsen          .

,  ,              .           : , , ,   .



 ,
 2012.








          1995?.       [1 -     ,   ,         ,  ,   .] (Fast Moving Consumer Goods, FMCG)   ,    .

     -,   Gillette  Cadbury,         .   ,  :   ,           ,      .

 1995?.    Wal-Mart  $93,   2010-    ,   $405,  $100      .        FMCG-:  emerging markets ( ),   , ,   ,      .        .         ,           40 .  2001?.  130 .  2011-


.

 ,       1995?.,        ,   .             ,             .         .

  1995?.    (private label)     ,               .        50%  .

        :      ,             .

  ,      ,   FMCG,  ,   ,          ,       1990- .           ,   FMCG-,      .

 ,       ,        ,   ,        XXI.     100        ,      FMCG-.

  1      FMCG-  ,              ,       ,         ,   ,  ,    ,           .             ,       .

  2        ,        ,        ,  ,          ,      .  , - ,            ,       .

 3    ,         .      ,                 ,    . ,     ,  ,  ,       ,   .   ,             .

  4       ,           .        , ,               ,         .                 .                30 .      100.  .   ,         .

  5                (shelfspace)       (mindspace).          ,        .  , ,   ,      ,        . ,     ,     ,  ,                .

  6                   .    ,     ,  ,           .   ,    ,       ,         .

 7     .  ,               .    ,           .  ,     ,   ,   .  ,                          . ,      .

  8    ,           ,         .          1960- .,                  .      :    , ,     .  ,          ,       .

 9    ,             .                  -   .  ,       ,      ,    .

   10       (-)                     .  ,     -    ,             .  ,                  ,    .

  11    FMCG-  ,  ,    , ,   .  ,             . ,         ,         .   , ,                .  , ,          , , ,       .

 12     ,           .                       .              .  ,        -          .

,   13  ,            ( ).  ,                ,    .              ,     ,    .   ,      .       .                .      ,   .        ,  FMCG-     510 .

 ,    ,        - Storewars.    1990- .         ,     ,    .  -   800   43    60%     FMCG-.  , Storewars      .      www.storewars.ru.  -      ,    ,          ,         ,    FMCG.



 ,
 







1http://www.atkearney.com/index.php/Publications/retail-global-expansiona-portfolio-of-opportunities2011-global-retail-development-index.html (http://www.atkearney.com/index.php/Publications/retail-global-expansiona-portfolio-of-opportunities2011-global-retail-development-index.html)[2 -       ,        (2012).]




 1

        [3 -         (,   .),     ,       .]



    XX.         : ,      .  [4 -            .]      [5 -     ,     ,            .] ,         .           ,        ,     .   ,       ,      .               .       2009?.   Progressive Grocer:



      ,      ,    ,       2/3  ,   5     71% .    ,   60%,   5    2/3 


.


,         .         ,              ,       .  :  28,5  Tesco     


.  1994?.    dunnhumby  ,        Tesco,         Tesco   :      ,          ,    30 


.

             ,          .       ,     ,             .           ,         ,     .     10  25%   -   -[6 - - ( )         .],           .      ,         -.   ,   ,        .

             ,    ,   ,   .         (.  9)            ,   ,  Unilever  Coca-Cola,      ,           -,  Wal-Mart (       ), Carrefour, Tesco, Aldi  Lidl.

 ,          , , ,     .          ,       . Weetabix


    ,    . Unilever, PepsiCo, Nestle, Heinz, Playtex, Ralston Purina, Hershey, RJR Nabisco  McCain     ,            .

        ,   ,   .     ,     ,      ,   ,         ,   ,   .




      


          ,   .         ,     ,    [7 -   ,     (, )     .]    .   ,        ,     ,      ,     .    ,         ,         .     ,      ,       ,         .

  ,    ,     ,       .         ,      .        Southdale Shopping Centre  ,    1956?. (,         1568?.   .)

       .     XVIII.        -,    XIX.       ,      ,   .

        , ,   ,      ?        .                  .       ,    .         ,      .    .

       2000    .   Vesuvinum   Vesuvius ()  vinum (. ).       ,    ,        :          ,     .  ,       ,     ,      :   ,   .                Bass Pale Ale,     XVIII.       .

       ,        .           .          ,             .    ,                .        1810?.,       ,    ,       45  .                .        ,       .     ,          .

   ,    Ivory Soap,  Procter & Gamble (P&G),   Pears Soap,    ,        .           ,       ,    ,    .

  XIX.         ,    ,             .  ,                  .  ,   ,             .




 


  XIX.    .    ,    ,     ,        .       - ,                ,  .

P&G       Ivory   .        ,     ,      Ivory,    ,       ,   ,       .

  (.1.1)


         Century Magazine  1886?.        Ivory,          ,    ,  Ivory  .        ,  P&G                 .         ,   1886?. $146.,   ,     ,      


.








 1913?. P&G            ,   1921-       .       :



        150  600 ,  124 ,  2000        ,        450. [8 -      //   ..,    .]


.


    P&G,  -   , ,   ,        .  P&G    -,         ,    .                ,      .  P&G   ,          ,       ,      .

 ,   ,        (    )     (     ),       .   ,      ,     .




   [9 -    (private label) ,     ,       .]


 Atlantic and Pacific Tea Company (A&P),      1859?.,       .  , A&P          .      ,   ,                  .

    A&P   25 ,   ,          .     ?        .  1930?. A&P           $1  15,7. 


.        ,        300 ,   ,      .   ,        .     A&P            ,     . A&P       , ,   ,      .             .

    A&P   ,         ,       .      .




  


 1920- .    Piggly Wiggly      ,      .    1930?.      ,       Kroger,     :            .  ,      Kroger:



 ,     ! ,   300 ()      200  5%-          !     ,   ,  .   ,     


.


 Kroger         ,         ,       1000  ,           .   ,  ,              ,    .    Kroger           King Kullen Grocery Company.    500      ,    . &P  Kroger,    ,      ,    .              400500       .

         .    ,          ,               .                  ,   A&P,    ,     .  ,     ,      ,     ,    .

     .    ,          ,  .   ,   .                 ,     .




    


              ,              .    ,   ,   ,    , ,           .        ,        ,             -       .

           .                ,  .         ,    .  1965?.  Coca-Cola  260     .  Camel     33%,  Pampers   $14,4  . ,     .

   ,        .                     ,        .                  .




   


 1960- .     ,  ,      ,         ,                 .        ,     ,     ,   ,     .          ,    ,            .                (  )   .                 ,          .

 ,      .      ,       ,        ,     ,        .          Coles    Carrefour    Loblaws        (,  , , ,   ),  ?      -     .

       ,           .    Wal-Mart    1970-  1980- .     .      ,             .

           .            ,                   .           ,           ,           .

 ,        , ,     ,   ,   ,      .               ,      .                 ,            .

          ,       .           ,     -,      ,     .        .          .   1950- .     50%    .   1990- .     80%,    89,6%


. , ,  ,   1990?.         ,  20        30% .

    ,    ,   .         ,      .         ,           .       ,       ,            .

        .  2011?.        $239.     13%  ,    10  ,     11% ,   30  40%  .          7% ,     $435.  ,   2020?.   20% 


. -        .




   


   - .       ,         .        ,   ,     .    ,  ,          .

         ,           .      ,     ,          -.       .    ,  ,         ,       .

 Coles  Woolworths         ,         .                .    ,          .   ,              ,      .




   


              ,     .          (, , )      :  ,  ,    ,    ,    ,         .. ..

      , ,    ,     ,       .          ,  ,     ,           .        1980- .,     .       :     ,   ,              .

           .  ,         ,   ,      .          ,            .          ,          .

 ,        .     :  ,   ,    .           . ,   ,    ,    .




   


,   ,    ,       .       , ,  ,      .      ,       ,       .      .

 ,      ,       ,    .    .         ,       5     .   ,         .                   ,                   100  .       .    ,         ,        .

    -  ,        ,   ,      .   2011?.  Foodmaster    ,           :      ,            ,     ,        ,      


.

              ,   . ,      ,        .

,    1980- .  Woolworths                ,         .  Woolworths         . -     ,   Woolworths,    ,         ,     .       ,    ,     .          ,    .       ,       ,    2009?. Woolworths    800     .




   


  ,   ,      .         .         ,       ,        .  ,        ,     .             ,           .

        ,            .     ,    , ,    ,          ,     .       ,       .   ,     ,     .  ,    .

     [10 -            .] .       ,  Costco  Sams Club,            .            ,         .      ,    ,          .

       ,         ,    ,      .        ,        ,  , -           .

   , ,   ,       , ..      ,    .         -,    ,      - .           -,     . ,             ,      ,  ,          .




       


       ,   .         .   1990- .      : Kroger         Fred Meyer      Albertsons,    4700       


.         ,   ,  Wal-Mart, Carrefour  Ahold   ,           Coles  Woolworths.

,            ,         ,            (. .1.2).        ?   .






.1.2.   4, 8  20      , 1992200914

.          (NAICS).

:         ,        ;         19922009?.



          .     :     ICA, KF Group  D-Group   70%  (35%, 20%  15% ).        , Hemkop  Bereghals,   18%.

,      , ,           .            ,         .




 


  ,         ,    ,  .    [11 -        .]


     .        20 ,   ,   26  1974?.       ,     Wrigleys.

           .          ,          .        ,      ,    .   ,          ,                 .        ,    .

 ,            QR- ( )[12 - Quick response (.)  .].         ,  QR-        ,     :  ,          . QR-       ,     ,  .

 QR-     ,   ,  ,      . ,  2011?. AaramShop     -,     ,     QR-.     ,      ,        .        ,        ,       .

 Tesco     Homeplus  ,       QR-. Homeplus            .        QR-,          .      Homeplus        E-MART,      .    - Homeplus   130%,        -             


.

  2011?.   J. C. Penney       -   QR-.         ,    .    ,  QR-.  ,    QR-  ,    :     .



 

 ,            ,  ;            ,    200  .

        .                         .

                .            ,    ,    ,         . ,   Wal-Mart          ,    ,        .     2011?.    9,0,        ,    Wal-Mart Seiyu      ,  ,       .

,       , .     ,          .

,        ,   ,   ,  .   ,            ,  ,       .

     .      ,        .



      .          .    ,  ,   - .        .           ,               .







1Progressive Grocer (USA), June 10, 2009 (2009 Category Management Study).

2 www.marketingmagazine.co.uk/news/943397/Tesco-Clubcard-signsone-million-customers-relaunch (http://www.marketingmagazine.co.uk/news/943397/Tesco-Clubcard-signsone-million-customers-relaunch)

3 Mesure, S (2003). Loyalty card costs Tesco ?1 bn of profits  but is worth every penny. The Independent. 10 October 2003.

4 http://www.weetabixusa.com/index2.html (http://www.weetabixusa.com/index2.html)

5 http://www.americanhistory.si.edu/archives/Ivory/index.asp (http://www.americanhistory.si.edu/archives/Ivory/index.asp)

6 Dyer D., Dalzell F., Olegario R. Rising Tide: Lessons from 165 years of brand building at Procter and Gamble. Harvard Business School Press, Boston, 2004, p. 35.

7 Chandler AD. Scale and Scope: The dynamics of industrial capitalism), Harvard University Press, Boston, 2004, p. 156.

8 Richard S. Tedlow. New and Improved: The story of mass marketing in America). Basic Books Inc., New-York, 1990, p. 194.

9 Ibid., p. 383.

10 http://www.ers.usda.gov/publications/aer811/aer811e.pdf (http://www.ers.usda.gov/publications/aer811/aer811e.pdf)

11 http://www.atkearney.com/index.php/news-media/buying-less-frozenfood.html (http://www.atkearney.com/index.php/news-media/buying-less-frozenfood.html)

12 http://supermarketnews.com/retail_financial/retailers_fewer_opportunities_1010/index1.html (http://supermarketnews.com/retail_financial/retailers_fewer_opportunities_1010/index1.html)

13 http://www.ers.usda.gov/briefing/FoodMarketStructures/foodretailing.htm (http://www.ers.usda.gov/briefing/FoodMarketStructures/foodretailing.htm)

14 http://farmfutures.com/blogs.aspx/food-retailers-continue-rapidconsolidation-2446 (http://farmfutures.com/blogs.aspx/food-retailers-continue-rapidconsolidation-2446)

15 Tony Seideman. Barcodes Sweep the World, www.barcoding.com/Information/barcode_history.shtml (http://www.barcoding.com/Information/barcode_history.shtml)

16 http://design-milk.com/the-future-of-grocery-shopping (http://design-milk.com/the-future-of-grocery-shopping)




 2

    



      ,    .         -,      ,      .        -      .

  ,          .     XX.    ,   ,   ,     ,     .          ,        - .

         :  ,  ,     .




   



      ,     .   ,        ,      (. 2.1).




   =    ?   ?  .


       ,   ,          .     ,           -.       ,  -        ,            . ,    ,           .  ,    ,       ,      2.2.



. 2.1.         




:     20082009?.,            .



. 2.2.       , 2011?. 




:  ,         .



. 2.3.    




:     20082009?.,            .



. 2.4.    




:     20082009?.,            .



   2.3  2.4, ,       ,   Ahold  Marks & Spencer,   ,         ,  Kelloggs  Kraft. ,      .

      ,   ,        (.  9),    .              .

            ,      .        ,   ,    ,       .




   


    ,  ,       , ..       ,       .       ,     ,       ,      ,    .        (Grocery Manufacturers Association of America),         $20 -   .      ,   .            ,  .

         . ,  Tesco     2,3%            2011?.    ,           


. ,       -,        .     Tesco   16%,    ?5  ,     10%-    2012?.     .




 


       1% ( 3%  2%)        ( 18%  12%)         2.1.  ,           .

       1%         31%  29%. , ,  ,   ,     ,  .       ,   ,     .   ,    ,    ,      .           ,  ,        -. ,        ,         ,    .




 


         ,        1  2%.    ,   ,                  .      ,          .                 ,   ,         .




   



        ,        .       ,     :   ,   .   ,    ,         .




 


              . FMCG-        ,   ,  ,  ,     ,        .

   -:   ( ),   ,  .         ,    400 ,             .     1000 ,  600        .                  (       ).  ,         .      40. SKU[13 - SKU (Stock Keeping Unit)   ,   ,         .],   Wal-Mart    100. SKU.

          ,     ,        ,      .     :           ,   ,        .




  


               .          ,          ,       (. 2.5).

        ,                   .  , ,         ,       ,        .     ,        ,      ,    ,     . ,     ,    ,     ,     .



. 2.5. / /     




:  - , 2011.




     



       ,    .       ,  ,          : Tropicana     , Pampers    , Danone   .           .           ,    ,        ,   .

  ,     ,   ,        .          ,     ,    .          ,     ,     -  .

IGA      ,    .        ,    .           ,   ,      IGA Signature           .

   ,  90%             ,  70%     .

    ,       .     .




 


       ,     ,        . ,         ,   ,  .      ,        .          ,     (, ,  ),       -     .         ,       ,       .        ,       40%   ,            .        ,          ,       .

    , ..        -    .   :   ,    .




    


            .         ,       .                        .      Kwik Save  ,      ,    ,   ,    .

          .      ,   ,               .            . ,        ,        .




  


         ,       .   ,            ,           ,    .        ,    ,  ,           .

 ,       ,      ,       ,         .      ,  Food Basics  , Lidl    Vishal Megamart  ,    ,  ,          ,         ,    .       ,       ,    ,    ,      .




          ?


       90%     Aldi.   ,      ,          ,      -,  Mercedes, BMW  Audi.

    . , Marks & Spencer  ,      Whole Foods Market   .         : Marks & Spencer  , Whole Foods Market   .      ,  Lexus   Mercedes.             (,   Loblaws Group    Fortinos,   Loblaws   No Frills),                   .

FMCG-         ,       ,    .     ,    (    )   ,   ,   .      .




 


       .           ,         . ,  ,     ,   ,           (. 2.6).

   , ..  ,     ,    .       ,  ,     .              .           , , ,           .

  1980- .    Sainsburys  Tesco             .    ,   ,          50%     .   ,        ,  Tesco         2002?.     T&S Stores.  500      Tesco Express      600 . ,       ,  ?  ,  . Sainsburys     ,      ,     T&S Stores  ,  Tesco,  ,    .      1015%-            -   ,      ,   ,       .



. 2.6. ,         




:         (National Consumer Agency),  2011?.  Amarach Research.



        . ,   ,     :

       :     ,    ,     ,      .

       ,           .

 :       ,     .  , ,          ,     ,      , .. ,      .

,          ,      .      ,   ,     ,   ,          .     ,     ,      ,        .  ,      ,         -  -        .        ,            :

,            ;

,     ,      ,        ;

,    /;

,    ,    :  , , .

     ,      .         ,       .                  .



 

 -     .           ,    .   -        -   .

,    ,       .       ,    ,         ,     .

        ,          . ,      ,  ,  .

                 .

     ,   ,           .







1http://www.guardian.co.uk/business/2012/jan/12/tesco-stores-shakeupchristmas-performance/print (http://www.guardian.co.uk/business/2012/jan/12/tesco-stores-shakeupchristmas-performance/print)




 3

  



B        ,     ,   ,      .      ,       ,      .

 .       ,         (     ,    )   .            ,     ,         ,       .              .           .    ,       .   ,     -  ,  /         .             .

.        ,     .   ,     ,   .      ,         ,     .

         .        ,   ,          ,   ,      .        ,     .  ,    .          ,       ,        .

  ,       , ,   ,    ,  .           .




     


        ,            .       ,          (,     , )        (   ,      ..).

              ,   ,       . ,    ,  ,     , ,      ,    - .        ,        ,      ,     .       ,          .

 2008?.      GM  Chrysler,       ,  GM  2005-   Ford  Chrysler.         ,     .     :        ,             .        ,       .    ,    ,    ,        ,  .

   2008?.       -     30%,         .  ,            . British Airways    25%,          ,      1980- .




,  ,      ,       ,      .       .         :    ,         ,      .




 



  ,         ,         . ,        ,  ,   ,  ,         .     ,         ,       .

 1890?.   578  .   , P&G,  30  .       ,          .      ,       ,    Lever Bros., Palmolive  P&G    . P&G      140 .  ,  ,          ,      .

   ,        ,   .        ,     .

     , P&G       , .. ,      .       ,    ,         ,  ,    ,   ,    , , , ,    ,  .    .

      ,         .        -   ,       ,          ,   .    ,      .  ,       ,   ;        .

       .      Coca-Cola     1923?.  ,         ,     .   1950- .   :       755,     195.     ,          .        .      100   ,    ,    Coca-Cola.         .  1982?.   Diet Coke,   ,      .    23     ,   Diet Coke, Caffeine-Free Coca-Cola ( ), Caffeine-Free Diet Coke (  ), Coca-Cola Black Cherry Vanilla ( , ), Diet Coke Black Cherry Vanilla (,  , ), Coca-Cola with Lime ( ), Diet Coke with Lime (,  ), Coca-Cola with Lemon ( ), Diet Coke with Lemon (  )  Coca-Cola C2


.

P&G  Coca-Cola          ,  ,    .              ,   ,    , , ,      .    ,     ,         .

         ,      ,     ,   .      ,   ,   ,    ,    ,    ,     .

          ,   ,   .        ,        .     Apple.        ,   2001?.          ,          .       , Apple   .  2006?.         POS- (  ),    ,    .  2009?.    170 ,  Apple    $6,6, .. ,             2001- ($5,4)


.




   


              ,         .

,             . Aldi Australia    Aussies Living Simply  ,     ,    [14 -  ( . permanent agriculture)    ,   ,    -.].   Pick 'n Pay      ,    ,  P&G    Tide Free     .     :  Tri Nature Lifestyle  Method,         .  ,      2013?. 30%-  


.

           ,    . Coca-Cola  Pepsi        -.               .      ,  ,         ,   ,       . Coca-Cola  Pepsi      ,     ,     .         ,     ,    ,   


.

 ,                 (  ),     . Dr Pepper,   ,      ,            -        .

,        ,          . ,  ,      ,       , , ,  .     ,     ,   .      ,        .

      .        ,       ,    , ,         .         ,    ,   .    ,  ,           .  ,        (,    Bayer),           .

          ,               .         .      ,           ,       .

  ,        :  ,       .

 . ,   -  OPEC,    ,    .   1973?.  OPEC     ,           ,       . ,    - ,   .      ,      .

      ,   ,           .                .     ,    ,  -    .

 De Beers,     ,         ,    .  - ,  ,        , De Beers     ,        .   1990- .     ,      ,  ,        Argyle.         ,      .    De Beers   85  65%,  ,   ,      .

.  ,       ,   :       ,         .   ,      ,    ,          .  ,   ,   ,     ,     ,    .

 1975?.  Carrefour      .                   ,  .  1999?.    Companhia Brasileira de Distribuicao   Casino Guichard Perrachon & Cie,     ,     40% .              ,       .

  .            .   ,                .     :

          (  );

     ();

          :     (,  ),      (,  ).

   ,  ,       .  Asda     15%    Tesco      2011?.    .   , ,   ,        ,      .      : Big Star Supermarket     100          Food Lion Supermarkets


.   ,       ,    100      .  ,  , ,      ,    .




   


           .     ,      ,          .

    ,       .      ,        .        ,     .       ,      .              ,   ,     .

      , , ,      .      ,              .   ,       ,        , ,  97%      


.          90%         .        ,  ,    ,   .  ,      .

      1970- .,         2000-,  Amazon  Kindle,   Barnes & Noble  Nook, Sony  Sony Reader Touch, Kobo  eReader, Bookeen  Cybook Opus.         ,      . Amazon   Kindle  $359  $259,      $79   2012?.   ,  Booken    Cybook Opus  $349  2009-  $189  2011-. Kobo  eReader  $149,        .

     ,             .  FMCG-       ,    .      80%        $7,5       3%       $50.


      ,       .

      ,     ,     . 2  1993?. Philip Morris,     Marlboro,   20%-  .               ,      40%     Marlboro.        26%,           .  :    ,      .     ,  Marlboro          ,        .            Marlboro.      Philip Morris  .

            Coca-Cola  Pepsi     ,      $1    12 .            ,     .

         ,     .          .       ,       .  Philip Morris         RJR Nabisco   . ,    Philip Morris   RJR   ,  ,     RJR   1993?.   72%.        Wal-Mart   ,         . Costco  Sams Club   :        ,          .

,      .          ,        . ,      Frito-Lay,  PepsiCo,  Eagle Snacks,  Anheuser-Busch,    10   .       .

    ,              .   1970- . Tesco    ,             .                 .         ,        ,       ,  ,   .

      : ?,    (       ); ?,    ,     .           .    ,     ,       .    ,    ,     .       ,       .

               .       ,          - .      ,   ,                .

      .             ,         .         ,        ,      .     ,      ,    .        ,     ,     ,        ,  .

  1990- .      130     Changhong ,       ,     . 16  1996?. Changhong               17  29 .       :     ,  30%,   ,     , ,   ,    ,     ,   Changhong   ,         


.

    1990- .     Galanz      .          ,       ,        ,    , ..      .



 

      .         .

    ,                 .

   ,    ,       ,   .

      /       .

   ,                   ,   .



         50     .               .           .







1http://www.telegraph.co.uk/travel/travelnews/3918657/Airlines-launch-pricewar-cutting-fares-by-up-to-25-per-cent.html (http://www.telegraph.co.uk/travel/travelnews/3918657/Airlines-launch-pricewar-cutting-fares-by-up-to-25-per-cent.html)

2 http://www.thecoca-colacompany.com, http://www.thecoca-colacompany.om/investors/annual_review_2010.html

3 http://www.business-strategy-innovation.com/2009/05/inside-look-atapple-store.html (http://www.business-strategy-innovation.com/2009/05/inside-look-atapple-store.html)

4 http://www.xpedx.com/pdf/Ashkin%20White%20Paper.pdf (http://www.xpedx.com/pdf/Ashkin%20White%20Paper.pdf), http://aussieslivingsimply.com.au/forum/natural-cleaners-and-products-for-thehome/200513-new-green-cleaning-line-at-aldi (http://aussieslivingsimply.com.au/forum/natural-cleaners-and-products-for-thehome/200513-new-green-cleaning-line-at-aldi), http://www.methodhome.com/methodology/our-story (http://www.methodhome.com/methodology/our-story)

5 http://www.business-strategy-innovation.com/2009/05/inside-look-atapple-store.html (http://www.business-strategy-innovation.com/2009/05/inside-look-atapple-store.html)

6 http://test.cba.uh.edu/jhess/documents/10.pdf (http://test.cba.uh.edu/jhess/documents/10.pdf).    15.09.2011.

7 http://konzept-nalyse.de/download/CY775b842cX11f60988f3eXY20c4/Brand_positioning_in_established_markets.pdf (http://konzept-nalyse.de/download/CY775b842cX11f60988f3eXY20c4/Brand_positioning_in_established_markets.pdf)

8 IRI, Innovation Highlights From 15 Years of New Product Pacesetters.

9 http://executiveeducation.wharton.upenn.edu/resources/upload/marketing-determining-measuring-strategy.pdf (http://executiveeducation.wharton.upenn.edu/resources/upload/marketing-determining-measuring-strategy.pdf)




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