The timing of competitive market entry: An exploratory study of new industrial products

The timing of competitive market entry: An exploratory study of new industrial products

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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: ,
Keywords: planning, markov processes
Abstract:

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.

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