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 th...