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An exploratory examination of the relationship between time-in-market and market share for foreign firms in a consumer ethnocentric emerging market

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  • Larry P. Pleshko
  • Richard A. Heiens

Abstract

The current study examines the relationship between time-in-market and market share for foreign firms versus domestic firms in the consumer ethnocentric emerging market of Kuwait. Data were collected from 99 competitors in five retail service categories. The results demonstrate that domestic Kuwaiti firms tend to have a significantly higher market share than foreign firms. The market share advantage of domestic firms over foreign firms is especially robust for those companies with greater time-in-market. In fact, recent foreign entrants actually tend to outperform more established foreign competitors. Thus, there is no pioneering advantage for foreign firms in the Kuwait market.

Suggested Citation

  • Larry P. Pleshko & Richard A. Heiens, 2019. "An exploratory examination of the relationship between time-in-market and market share for foreign firms in a consumer ethnocentric emerging market," International Journal of Business and Emerging Markets, Inderscience Enterprises Ltd, vol. 11(2), pages 109-121.
    • Handle: RePEc:ids:ijbema:v:11:y:2019:i:2:p:109-121
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