What Drives Brands’ Pricing Metrics? An Empirical Examination of the Chinese Packaged Goods Industry

Abstract
As competition among CPG brands intensifies in both emerging and developed markets, brand managers increasingly focus on price as the weapon-of-choice. This calls for an assessment of not only their own price response, but also of their competitive pricing power, and its antecedents. The authors propose a set of universally applicable ('etic') and country-specific ('emic') drivers of brand price elasticity, clout, and vulnerability, for the...
Paper Details
Title
What Drives Brands’ Pricing Metrics? An Empirical Examination of the Chinese Packaged Goods Industry
Published Date
Oct 1, 2021
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