An examination of Chinese own brand development model: a resource perspective
by Wei Song, David D. Schein
International Journal of Strategic Change Management (IJSCM), Vol. 3, No. 1/2, 2011

Abstract: The resources leading to retailers developing own brands have not been well examined in the non-Western literature. This empirical work presents a study that was conducted in Shanghai, China. Two types of resources relevant to Chinese own brand development are identified and discussed by adopting Hunt's resource-advantage theory. A qualitative research method is employed with the interview data from a panel of ten retail experts. Some managerial implications are explicated and the limitations of this study and directions for future studies are provided.

Online publication date: Sat, 28-Feb-2015

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