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이중위험은 여전히 작동되는 것인가? 아시아-서구권의 교차문화적 연구Does the double jeopardy phenomenon work?: Asian-Western cross-cultural validation.
- Other Titles
- Does the double jeopardy phenomenon work?: Asian-Western cross-cultural validation.
- Issue Date
- May-2019
- Publisher
- 한국융합학회
- Keywords
- 이중위험; 브랜드; 시장점유율; 가격전략; 수익; Double jeopardy; Brand; Market share; Price strategy; Revenue
- Citation
- 한국융합학회논문지, v.10, no.5, pp.157 - 163
- Indexed
- KCI
- Journal Title
- 한국융합학회논문지
- Volume
- 10
- Number
- 5
- Start Page
- 157
- End Page
- 163
- ISSN
- 2233-4890
- Abstract
- This study empirically investigates the double jeopardy phenomenon in a Korean and a New Zealand context. The double jeopardy is that companies with a small market share tend to suffer not only smaller sales volumes but also suffer a lower price than the market leader. The research reported here analyses price and market share data for 14 categories of household goods in Korea and a smaller number in New Zealand. Analysis shows that, in Korea, leading brands do enjoy a price premium as predicted, of around 15%, but that there is little or no evidence of double jeopardy occurring in New Zealand. Based on this study, evidence suggests that market share is a strong valid strategic objective in the East.
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Related Researcher
- Han, Sang pil
- COLLEGE OF COMMUNICATION (DEPARTMENT OF ADVERTISING & PUBLIC RELATIONS)