The Neo-Classical Structural Functionalism: Time-Honored Brands Network Sale and Supply-Side Reform in China

Abstract

This study explores the internet application of time-honored brands in China to explain the role of internet in supply-side reform with aims to understand how time-honored brands maintain a competitive advantage in market. We develop an alternative framework of internet application based on insights from neo-classical structural functionalism theory and the field survey of time-honored brands in 2011. This paper demonstrates how the plus internet approach facilitates the time-honored brands to take advantage of external structural changes that strengthen the competitiveness.