“…This is particularly the case in China's transitional economy (Bao, Chen, & Zhou, 2012;Zhou & Li, 2012), where ongoing institutional transitions are shaping the competition landscape. The result is a range of uncertainties that firms need to buffer against and/or eliminate (Bao et al, 2012;Zhou & Li, 2012), but the underexplored market regime equally leaves vast spaces to conquer (Yi, Liu, He, & Li, 2012). Furthermore, firms' and the country's inferior position in the international marketplace motivates them to attempt to triumph in a "David and Goliath" battle (Chandy & Tellis, 1998;Tellis, Prabhu, & Chandy, 2009).…”