이중위험은 여전히 작동되는 것인가? 아시아-서구권의 교차문화적 연구

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.