Exploring Heterogeneity of Distribution Intensity: Evidence from Emerging Market Entry Experience with Benchmark Brands in China
As most mature markets enter the fray,emerging markets offer an opportunity for global brands to embrace.One of the critical decisions for these firms is how many intermediaries should be used in emerging markets.Although determinants affecting market entry and distribution intensity have been proposed by the literature,market background and channel settings context could be drastically different.Factors that account for conventional channel distribution framework in developed markets appear too abrupt to transform go-to-market decision under heterogeneous channel environments for emerging markets.This study empirically examines four benchmark brands,Nokia,HP,Haier,and Lenovo in China’s 3Cs (computer,communication,and consumer electronics) distributors in the early 21st century.Our research contributes to a few important findings for this radically competitive market.First,several measures reveal unobserved nature of heterogeneous distribution intensity.Second,interaction of CDI (category development index) and BDI (brand development index) in representing development of distribution channels is clarified.Third,linking the unobserved heterogeneity of distribution intensity,the Gamma-Poisson mixture,NBD regression procedure modeling covariate effects for market growth,distribution capability,and brands power based on CDI and BDI could be investigated.Results contribute to an applicable mechanism for 3C industry in generating distribution intensities among different cities in China.
heterogeneity BDI CDI distribution intensity emerging markets
Shun-Chuan Chang Ying-Chan Tang
holistic education center, Mackay Medical College College of Management; Professor, institute of Business and Management, National Chiao Tung Universi
国内会议
武汉
英文
1,3-34
2014-07-12（万方平台首次上网日期，不代表论文的发表时间）