Retail competition in the fast-moving consumer goods industry: The case of France and the UK

UK retailers in the fast-moving consumer goods industry focus their strategy on building loyalty through quality ‘own’ labels. By contrast, French retailers compete aggressively on price. Judy and Marcel Corstjens, and Rajiv Lal argue that either a ‘two-tier’ or parallel system will evolve in the future or a national industry will tend to oscillate from one strategy to another. Retailers must decide which of the two strategies they will consistently adopt.