Market Share Performance of Foreign and Domestic Brands in China
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...
Paper Details
Title
Market Share Performance of Foreign and Domestic Brands in China
Published Date
Jun 1, 2006
Volume
14
Issue
2
Pages
32 - 51
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