Publication Type
PhD Dissertation
Version
publishedVersion
Publication Date
8-2022
Abstract
Line (brand) extension activity in the western markets may have tempered during the last decade, and most of the academic research that has been done is based on traditional brick and mortar stores. With the rise of e-commerce, line extension became a growth tool for brands. The study starts with the classification of line extension strategic types, which gives different tiers of Chinese e-commerce firms a good reference, especially in the rapidly changing e-commerce environment. It also seeks to give guidance for different aspects of launching new line extensions. Using this guidance, future brands can make better estimations of brand extension launching results, and it will be easier for them to obtain the desired performance and to adjust store operations during the go-to-market phase.
Keywords
Line Extension, E-commerce, Online Brand Shop Operation
Degree Awarded
SMU-SJTU Doctor of Business Administration
Discipline
Asian Studies | E-Commerce | Marketing
Supervisor(s)
REDDY, Karempudi Srinivas
First Page
1
Last Page
176
Publisher
Singapore Management University
City or Country
Singapore
Citation
CHU, Er-Yung Stephen.
The impact of line (Brand) extension strategies on competition and in-store operational performance in the China e-commerce environment. (2022). 1-176.
Available at: https://ink.library.smu.edu.sg/etd_coll/437
Copyright Owner and License
Author
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Included in
Asian Studies Commons, E-Commerce Commons, Marketing Commons