TY - JOUR
T1 - Market Share Performance of Foreign and Domestic Brands in China
AU - Gao, Gerald Yong
N1 - In general, only the information that you provide, or the choices you make while visiting a web site, can be stored in a cookie. For example, the site cannot determine your email name unless you choose to type it.
PY - 2006
Y1 - 2006
N2 - 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.
AB - 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.
UR - http://journals.ama.org/doi/10.1509/jimk.14.2.32?mobileUi=0
U2 - 10.1509/jimk.14.2.32
DO - 10.1509/jimk.14.2.32
M3 - Article
VL - 14
JO - Journal of International Marketing
JF - Journal of International Marketing
ER -