Cross-cultural marketing and strategy textbooks often portray multinational companies as the large players that enjoy advantages over local brands and competitors often cast as the smaller underdogs. However, in some cases, well-entrenched local competitors enjoy large market shares that give them the edge over multinational newcomers. Thus, regardless of whether a firm is global or local, the fact remains that it is good to be the big player in the game. This chapter introduces two principles that support this assertion. The first is the Double Jeopardy Law and the second is the Duplication of Purchase Law. The chapter first defines them and then presents empirical evidence from previous studies that show that both support the advantages of large players regardless of whether the large player is multinational or local. Furthermore, the empirical evidence supports that these laws are robust across country settings as well as industry sectors and, thus, may be truisms.
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Front Matter
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Part I: CROSS-CULTURAL MARKETING THEMES AND THEORIES
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Part II: METHODOLOGICAL CHALLENGES OF CROSS-CULTURAL MARKETING RESEARCH
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Part III: APPLIED CROSS-CULTURAL MARKETING RESEARCH
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Part IV: NEW PARADIGMS AND FUTURE RESEARCH
