The Procurement and Supply of hospital isolation gowns (IGs) pose significant challenges, including the potential for sudden increases in demand, the necessity of maintaining high-quality gowns, and the complexity of the supply process. One potential solution to these challenges is the investment in reusable IGs, which may seem financially infeasible due to their initial purchasing price. However, it can provide long-term financial and environmental benefits. In this research, a Simulation Optimization (SO) framework is utilized to model and analyze various product portfolio selection strategies, considering both financial and environmental perspectives, and to determine the optimal strategy for meeting both financial and environmental objectives. The proposed strategy is implemented to the problem based on obtained Life Cycle Assessment and market data.
Brand portfolio strategies are an essential prerequisite for securing long-term success for multi-brand companies. Only by focusing on the entire portfolio can it be ensured that all brands “act in concert” to achieve superordinate objectives. Thereby, an increasing vertical competition caused by private labels calls for a new approach, by which brand manufacturers integrate private labels into their portfolio management. This paper presents a planning model that is embedded in the company’s strategic management and demonstrates how brand-related objectives/strategies can be linked with superordinated objectives/strategies. By including vertical marketing goals into portfolio strategy, brand manufacturers may gain from extending the planning scope to private label brands.
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Private Labels have transformed from value purchases into powerful brands. This paper develops a framework based on the four strategic dimensions of brand breadth, positioning, segmentation, and relationship with the store brand that retailers can uniquely draw upon to organise their brand portfolios. It examines the case of German retailer Rewe that successfully organises its private label portfolio along these dimensions. This paper argues that maintaining multi-tiered and multi-segmented private label portfolios can be important tools for retailers enabling them to cover broader markets, fulfil current consumer needs, build brand equity, and strengthen customer loyalty.
