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http://dx.doi.org/10.15207/JKCS.2019.10.5.157

Does the double jeopardy phenomenon work?: Asian-Western cross-cultural validation.  

Son, YoungSeok (Department of Advertising & Public Relations, Hallym University)
Na, KyoungSoo (Science and Liberl Arts, U1 University)
Han, Sangpil (Department of Advertising and Public Relations, Hanyang University)
Publication Information
Journal of the Korea Convergence Society / v.10, no.5, 2019 , pp. 157-163 More about this Journal
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.
Keywords
Double jeopardy; Brand; Market share; Price strategy; Revenue;
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