A View from the Top: The Impact of Market Share Dominance on Competitive Position

Smith, Tasman and Basu, Kunal (2002) A View from the Top: The Impact of Market Share Dominance on Competitive Position. Journal of Brand Management, 10 (1). pp. 19-32.

Abstract

A brand management framework is routinely advocated in gaining market share leadership within a product market, with consequent advantages accruing to the leading brand. The specifics of such a marketing-mix-based approach often fail to explain the absolute market dominance of a leader over all other brands, particularly in international markets. This study presents such a case from Thailand's very large imported Scotch whisky market, and attempts to provide behavioural loyalty-based explanations for the increasing share gap between the leader and its challenger, with suggestions for managerial action.

Item Type: Article
Keywords: Brand; Valuation; Equity; Electronic; Management; E-branding;
Subject(s): Corporate reputation
Centre: Oxford University Centre for Corporate Reputation
Date Deposited: 31 Jan 2012 20:57
Last Modified: 11 Oct 2018 10:48
URI: http://eureka.sbs.ox.ac.uk/id/eprint/1968

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