Quality provision is often low in many developing markets, and firms commonly lack a reputation for quality. This article examines this issue both theoretically and empirically in the context of retail watermelon markets in China. I first demonstrate the existence of significant asymmetric information on quality between sellers and buyers, as well as the absence of a quality premium at baseline. To explain this, I develop a theoretical model that highlights the role of consumer beliefs and costly signalling in influencing sellers’ reputation incentives. I then conduct an experiment by randomly introducing two signalling technologies into different markets: a cheap sticker label and a more expensive laser-cut label. Consistent with the theoretical predictions, the laser label induces sellers to offer higher quality, resulting in increased sales and profits, while the sticker label fails to achieve the same effect. Using the experimental variation, I estimate an empirical model of consumer learning to uncover the underlying evolution of beliefs. The results show that pessimistic beliefs under the sticker label can hinder reputation building, whereas the laser label enhances consumer learning and strengthens sellers’ reputation incentives.

The existence of collective reputation implies an important externality. Among firms trading internationally, quality shocks about one firm's products could affect the demand of other firms from the same origin country. We study such a reputation spillover in the context of a large-scale scandal that affected the Chinese dairy industry in 2008. Leveraging detailed firm-product level administrative data and official quality inspection reports, we document sizable reputation spillovers on uncontaminated firms. We further investigate potential mechanisms that could mediate the strength of collective reputation, including information accuracy, observability of the supply chain, and prior export experience.

This paper studies the impact of quid pro quo (technology for market access) in facilitating knowledge spillovers and quality upgrading in the Chinese automobile industry. The identification strategy exploits within-product quality variation across a rich set of quality dimensions. We find affiliated domestic automakers adopt more similar quality strengths of their joint venture partners, consistent with knowledge spillovers. Additional analysis suggests worker flows and supplier networks mediate knowledge spillovers. Knowledge spillovers due to ownership affiliation under quid pro quo contributed 8.3 percent of the quality improvement experienced by affiliated domestic models from 2001 to 2014, relative to nonaffiliated domestic models.