Abstract:

The common assumption of globalization, that the brands of current global players will dominate many packaged goods markets, may be open to challenge in China. Local brands may turn out to be far more important than was assumed. Although the initial effects may be country specific, paradoxically with a global economy the long-term outcomes may have worldwide implications. The relative performance of local vs. multi-national brands in China is examined to see whether marketing parameters can explain their relative performance and to provide clues as to their prospects outside China.