...) and product (brand) performance. Design/methodology/approach A comparative longitudinal paired case study of a market entry by two global MNCs. Twelve global brands (products) were studied, which were locally manufactured and launched by the two MNCs during their first ten years of operation in Vietnam...

... as an established brand very quickly and that the generalisations used to benchmark existing brands provided accurate predictions of the new brand’s performance. © MCB UP Limited 2003 Market entry Market share Brands New product development Double jeopardy Over the last four decades...

... International marketing Market entry Product management Pioneering brands The term “first‐mover advantage” refers to pioneering brands that enjoy long‐term market share advantages, along with possible advantages in distribution, product‐line breadth, and quality. “Country‐of‐origin” is a term...

... to predict beyond this point due to unforeseeable changes in the international environment beyond a ten‐year time frame. Brands Global marketing Market entry Marketing opportunity Mexico Product management As the trade barriers across the world continue to decline ‐ with the advent...

... as there are a number of other factors which may inhibit market entry it is necessary to look at this issue “in the round” rather than from one narrow perspective. © MCB UP Limited 1994 In practice, there are various obstacles in the way of firms attempting to enter a market (see George et al., 1992...