The purpose of this study is to examine the possible contributing factors associated with the emergence and growth of Chinese own brands in the grocery sector. This sector represents one of the most rapidly growing market segments in the country. The main method adopted in this qualitative study was in-depth interviews with a panel of sixteen Chinese retail experts using Shanghai, China as the geographic focus. Shanghai is appropriate because it leads China as a trend-setting location due to its economic activity with the West. A technique of thematic analysis was employed in the analysis. Four factors associated with the emergence and growth of Chinese grocery own brands have been identified. The results from the study are intended to offer guidance for future studies in the area of grocery own brand research in China and to build a basis for developing own brand strategy in the non-Western markets. The implications, limitations and directions of the study are also discussed. The study contributes to the literature for the own brand research portfolio in the emerging markets.
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