Article ID: | iaor199184 |
Country: | United States |
Volume: | 36 |
Issue: | 5 |
Start Page Number: | 568 |
End Page Number: | 585 |
Publication Date: | May 1990 |
Journal: | Management Science |
Authors: | Lilien Gary L., Yoon Eunsang |
Keywords: | planning, markov processes |
In a dynamic, competitive environment, the decision to enter the market should be timed to balance the risks of premature entry against the missed opportunity of late entry. Previous research has mainly focused on the strategic aspects of the entry-time decision. In this paper the authors review the literature and develop a set of propositions about the timing of new product entry. Then they empirically test the relationship between the market-entry time and the likelihood of success for new industrial products.