A configurational perspective of branding capabilities development in emerging economies: The case of the Chinese cellular phone industry

Abstract

The purpose of this research is to develop a configurational framework and analyse the branding capabilities of the firms engaged in competition in the changing environments of emerging economies. Specifically, we develop four archetypes of global competition in which we identify the particular types of branding capabilities for both multinational corporations (MNCs) and local firms to create competitive advantages. Specific propositions associated with each archetype are put forth and evidenced by data from the multiple players in the Chinese cellular phone industry over the past 18 years.Journal of Brand Management (2008) 15, 433–451. doi:10.1057/bm.2008.10; published online 13 June 2008 ABSTRACT FROM AUTHOR Copyright of Journal of Brand Management is the property of Palgrave Macmillan Ltd. and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts)