Realization: spotlight on Lars Thomassen

Abstract

Purpose

An interview with Lars Thomassen, a leading Danish advertising and communications director.

Design/methodology/approach

This briefing is prepared by an independent interviewer.

Findings

Explores developments and the shift of power in retail branding and discussing the concept of “retailization” as a means of survival for hard‐pressed brands in an ever more competitive and concentrated retail environment. Explains that retailers have come to dominate the market over the past twenty years, and describes how manufacturers are suffering from being squeezed on all sides, i.e. by retailer priorities, competition from private labels, and consumer price‐consciousness. Advocates “retailization” as an effective manufacturer marketing plan; this involves constant creativity and building close working relationships with retailers, to mutual benefit.

Practical implications

Provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.

Citation

(2007), "Realization: spotlight on Lars Thomassen", Strategic Direction, Vol. 23 No. 1, pp. 30-34. https://doi.org/10.1108/02580540710716581