Title: An exploratory examination of the relationship between time-in-market and market share for foreign firms in a consumer ethnocentric emerging market

Authors: Larry P. Pleshko; Richard A. Heiens

Addresses: College of Business Administration, Kuwait University, P.O. Box 5486, Safat 13055, Kuwait ' Department of Business Administration, University of South Carolina Beaufort, One University Blvd., Bluffton, SC 29909, USA

Abstract: The current study examines the relationship between time-in-market and market share for foreign firms versus domestic firms in the consumer ethnocentric emerging market of Kuwait. Data were collected from 99 competitors in five retail service categories. The results demonstrate that domestic Kuwaiti firms tend to have a significantly higher market share than foreign firms. The market share advantage of domestic firms over foreign firms is especially robust for those companies with greater time-in-market. In fact, recent foreign entrants actually tend to outperform more established foreign competitors. Thus, there is no pioneering advantage for foreign firms in the Kuwait market.

Keywords: time-in-market; market share; consumer ethnocentricity; emerging market.

DOI: 10.1504/IJBEM.2019.100721

International Journal of Business and Emerging Markets, 2019 Vol.11 No.2, pp.109 - 121

Received: 08 Feb 2019
Accepted: 26 Apr 2019
Published online: 16 Jul 2019 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article