Exploratory study of Chinese own label in grocery sector: the case of Shanghai
dc.contributor.advisor
Dawson, John
en
dc.contributor.author
Song, Wei
en
dc.date.accessioned
2008-03-31T14:55:35Z
dc.date.available
2008-03-31T14:55:35Z
dc.date.issued
2007
dc.description.abstract
Research on own brand strategy has been extensively conducted in Western countries;
especially in the UK, which represents the most advanced own brand market. However, there
is a paucity of studies in this arena in developing markets, including the huge market of
China. More research in these countries is encouraged.
Competitive Advantage theories provide a framework for analyses of own brand
development. Own brand research work and the UK own brand model present the guidance
for comparing and contrasting the Chinese own label model. The existing research work
provides an explanation for how and why the UK own brand model can excel in the Western
markets. However, it has not fully explored whether these theories, coupled with the UK own
brand model, can also be applied and adapted in the non-Western markets and, specifically, in
China.
This thesis presents a study, which was conducted in Shanghai. It provides insight into the
development of Chinese own label marketing. The investigation has been conducted using
the case study and triangulation approaches. The study has focused on the following three
questions: What is the definition of Chinese own brand? What are the factors related to
Chinese own label emergence and existence? What is a preferred Chinese own label model?
The terms of ‘own label’ over ‘own brand’ have been defined in the context of China’s
market. Eight key external and internal factors leading to the Chinese own label
developments are identified. A preferred Chinese own label model has been developed on the
basis of the Shanghai case study.
The findings have provided some simple but relevant results with analyses for the further
study of developing own brand theories and models in the non-Western market. The findings
have also offered some basic guidance in the arena of own label research in China. The work
suggests the directions for future studies.
en
dc.format.extent
1479886 bytes
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dc.format.mimetype
application/pdf
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dc.identifier.uri
http://hdl.handle.net/1842/2149
dc.language.iso
en
dc.subject
Economics
en
dc.subject
Brand marketing
en
dc.title
Exploratory study of Chinese own label in grocery sector: the case of Shanghai
en
dc.title.alternative
An exploratory study of Chinese own label in grocery sector: the case of Shanghai
en
dc.type
Thesis or Dissertation
en
dc.type.qualificationlevel
Doctoral
en
dc.type.qualificationname
PhD Doctor of Philosophy
en
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