The impact of line (Brand) extension strategies on competition and in-store operational performance in the China e-commerce environment

• Main Author: CHU, Er-Yung Stephen
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2022
• Subjects: Line Extension; E-commerce; Online Brand Shop Operation; Asian Studies; E-Commerce; Marketing
• Online Access: https://ink.library.smu.edu.sg/etd_coll/437; https://ink.library.smu.edu.sg/context/etd_coll/article/1430/viewcontent/GPBA_AY2017_DBA_Chu_Eryung__5__vivian_comment_2_.pdf
• Institution: Singapore Management University

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.