Marketing Seminar (2013-03)

Topic:Exploring Market Share Volatility around the World: The Role of Economics, Culture, Business Environment, and Market Structure

Speaker: Peter.N.Golder

Affiliation:Dartmouth University

Time: Friday, 26 July, 10:00am-11:30am,

Location:Room217, Guanghua Building 2

Abstract:

This study investigates volatility in brand market shares across numerous countries, categories, and brands. The authors propose and test a conceptual framework based on economics, culture, the business environment, and market structure to understand why countries and categories have different levels of market share volatility. Based on market shares of 30,552 brands in 34 categories and 52 countries, they find general support for their conceptual framework. The authors discuss the implications of their findings for management practice and future research.

Your participation is very welcomed!