Early entrants,however,are by not means guaranteed success.As an example,first movers into China have often not succeeded.Often,early entrants may score some initial successes in a few affluent cities but be unable to repeat that success on a countrywide basis. For example,Procter & Gamble scored early successes with shampoo,but its multiple brand confused customers and local rivals undercut its prices,so its 50 percent market share in 1998 dropped to 30 percent in 2002.