Suppliers from emerging economies have been particularly active in acquiring brands from advanced economies. We analyze changes in the global value chain (GVC) of the sports shoe industry and show how hollowing out the asset bases of brand‐holding firms through increasing outsourcing has enabled the emergence of rising power firms, as well as a new brand game and a market for brands. These developments in the GVC might be a future challenge for traditional brand‐holding lead firms. We show that managers focused on branding and distribution issues were myopic towards the strategic initiatives of suppliers. Managers need to pay attention to the potential long‐term consequences of outsourcing and offshoring activities, as suppliers could become competitors or acquirers of their order‐giving firms, leading to the question: Are we approaching a state of dual GVC leadership, or do lead firms risk being kicked out by their suppliers?

中文翻译：

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基于关注点的全球价值链中的供应商演变和新品牌博弈

新兴经济体的供应商特别积极地从发达经济体收购品牌。我们分析了运动鞋行业的全球价值链（GVC）的变化，并显示了通过增加外包来挖空品牌控股公司的资产基础如何促进了新兴力量公司的出现以及新的品牌博弈和创新。品牌市场。全球价值链的这些发展可能是传统品牌控股龙头企业的未来挑战。我们表明，专注于品牌和分销问题的管理人员对供应商的战略计划不感冒。经理们需要注意外包和离岸活动的潜在长期后果，因为供应商可能会成为其下订单公司的竞争者或收购者，从而导致以下问题：