Title: The development of Chinese supermarket enterprise own brands: the case of Shanghai

Authors: Wei Song; David D. Schein; Siva Prasad Ravi

Addresses: School of Business, Black Hills State University, 1200 University St. Unit 9007, Spearfish, SD 57799, USA. ' Reginald F. Lewis School of Business, Virginia State University, P.O. Box 5135, Midlothian, VA 23112, USA. ' School of Business, Thompson Rivers University, 900 McGill Road, Kamloops, V2C 0C8, BC, Canada

Abstract: The objective of this study is to examine the perceptions of retail experts regarding the development of supermarket enterprise own brands in China. The case of Shanghai is used for this study. In Western literature, supermarket own brands have evolved from lower level discount goods to some elite brands today. In contrast, the research on the development of Chinese supermarket brands is limited. This study investigates whether Chinese supermarket grocery brands have evolved in a pattern similar to Western markets like the UK. A qualitative study method has been adopted. The findings are discussed. The limitations of the study and direction for future research are also presented.

Keywords: China; Shanghai; enterprise development; supermarket own brands; own brand development; modelling; UK; United Kingdom; emerging markets; non-Western markets.

DOI: 10.1504/IJMED.2012.047888

International Journal of Management and Enterprise Development, 2012 Vol.12 No.2, pp.93 - 105

Published online: 13 Jul 2012 *

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