The influence of digital strategy on private label performance

Abstract

Technologies take an important part of the world we know today. Right now, companies are also changing the way they act in this new world. Private label is an example of this new mentality. The presence of these brands in the market and their value for money is becoming more and more evident. The purpose of this paper is to understand if, in fact, the implementation of a digital strategy influences the performance of the private label through a critical analysis of the literature.