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- Title
Market Share Performance of Foreign and Domestic Brands in China.
- Authors
Gao, Gerald Yong; Yigang Pan; Tse, David K.; Yim, Chi Kin (Bennet)
- Abstract
In this study, the authors examine market share performance of foreign and domestic brands in China. Drawing on the resource-based view and brand management literature, they investigate the impacts of three sets of factors: brands' competitive advantages, external market environments, and the length of brand existence. The authors also examine the different influences of these factors on foreign versus domestic brands. The empirical testing is based on a survey of senior executives of 408 brands in 52 product categories in China. This study offers new findings on what drives the market share performance in transition economies.
- Subjects
CHINA; PRODUCT management; MARKET share; MARKET penetration; INTERNATIONAL business enterprises; BRAND name products; MARKETING research; EMERGING markets; IMPORTS; EXECUTIVES; MARKET surveys
- Publication
Journal of International Marketing, 2006, Vol 14, Issue 2, p32
- ISSN
1069-031X
- Publication type
Article
- DOI
10.1509/jimk.14.2.32