MARCA PRÓPRIA: OPORTUNIDADE DE PARCERIA PARA PEQUENAS E GRANDES EMPRESAS

Abstract

Private label products were not well accepted by consumers, but some factors have motivated their choice, among price, quality and diversification. Considering that currently, the private label contract has been identified as a business opportunity between large and small companies, the purpose of this article is to present the result of an innovative product manufacturing project through a contract between a large industry and a small company, listing the main gains and losses, to assist small companies in evaluating the technical feasibility of the private label contract. The research is composed of the analysis of existing data through bibliographic research, sources in electronic databases and observation during the execution of a private label contract. The result obtained did not reach the same level of satisfaction desired for everyone involved, but the experience can contribute to similar partnerships achieving better results.