Like the stocks owned by the companies offering the service, on-line grocery shopping has its ups and downs. Private label, a component of a supermarket's e-tail program, has been caught on the same roller coaster. As a result, observers say, the implications of marketing and selling store brands via the Internet are virtually unknown. "Each Web site has different perspectives on what needs to be done. It's a gray area for us. We're trying to figure out how to do it right," said Craig ...

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