Marketing of Transnational Maize Seed Enterprises from the Perspective of Customer Equity
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Customer is important equity of an enterprise. Customer equity is the total combined customer lifetime values of all of the company’s customers. In the context of invasion of transnational seed companies, how to cope with huge crisis and challenge is a problem to be solved by national companies and government. From the perspective of customer equity driving factors and sub-driving factors, this paper made an empirical study on transnational and national maize seed enterprises using principal component analysis (PCA). Results indicated that the driving factors for customer equity of national and transnational maize seed enterprises are basically similar, while there are large differences in ranking of importance of principal components. Besides, there are great differences in sub-driving factors of customer equity.