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The Timing of Competitive Market Entry: An Exploratory Study of New Industrial Products

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Author Info

  • Gary L. Lilien

    (113 Business Administration Bldg. II, The Pennsylvania State University, University Park, Pennsylvania 16802)

  • Eunsang Yoon

    (College of Management Science, University of Lowell, Lowell, Massachusetts 01854)

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    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 we review the literature and develop a set of propositions about the timing of new product entry. Then we empirically test the relationship between the market-entry time and the likelihood of success for new industrial products.

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    File URL: http://dx.doi.org/10.1287/mnsc.36.5.568
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    Bibliographic Info

    Article provided by INFORMS in its journal Management Science.

    Volume (Year): 36 (1990)
    Issue (Month): 5 (May)
    Pages: 568-585

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    Handle: RePEc:inm:ormnsc:v:36:y:1990:i:5:p:568-585

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    Related research

    Keywords: competitive market entry; new product planning; Markovian decision model;

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    Cited by:
    1. García-Villaverde, Pedro M. & Ruiz-Ortega, María J. & Parra-Requena, Gloria, 2012. "Towards a comprehensive model of entry timing in the ICT industry: Direct and indirect effects," Journal of World Business, Elsevier, vol. 47(2), pages 297-310.
    2. Emmanuel Dechenaux & Brent Goldfarb & Scott Shane & Marie Thursby, 2008. "Appropriability and Commercialization: Evidence from MIT Inventions," Management Science, INFORMS, vol. 54(5), pages 893-906, May.
    3. Wilhelm, Wilbert E. & Xu, Kaihong, 2002. "Prescribing product upgrades, prices and production levels over time in a stochastic environment," European Journal of Operational Research, Elsevier, vol. 138(3), pages 601-621, May.
    4. Kim, Namwoon & Srivastava, Rajendra K. & Han, Jin K., 2001. "Consumer decision-making in a multi-generational choice set context," Journal of Business Research, Elsevier, vol. 53(3), pages 123-136, September.
    5. Ruiz-Ortega, Mari­a José & Garci­a-Villaverde, Pedro Manuel, 2008. "Capabilities and competitive tactics influences on performance: Implications of the moment of entry," Journal of Business Research, Elsevier, vol. 61(4), pages 332-345, April.
    6. Antonio Messeni Petruzzelli & Daniele Rotolo & Vito Albino, 2014. "Determinants of Patent Citations in Biotechnology: An Analysis of Patent Influence Across the Industrial and Organizational Boundaries," SPRU Working Paper Series 2014-05, SPRU - Science and Technology Policy Research, University of Sussex.
    7. Oscar Gutiérrez & Francisco Ruiz-Aliseda, 2011. "Real options with unknown-date events," Annals of Finance, Springer, vol. 7(2), pages 171-198, May.
    8. Lopez, Luis E. & Roberts, Edward B., 2002. "First-mover advantages in regimes of weak appropriability: the case of financial services innovations," Journal of Business Research, Elsevier, vol. 55(12), pages 997-1005, December.
    9. Thomas Cleff & Klaus Rennings, 2011. "Theoretical and Empirical Evidence of Timing-to-Market and Lead Market Strategies for Successful Environmental Innovation," Discussion Papers dp11-01, Department of Economics, Simon Fraser University.
    10. Óscar Guti�Rrez & Francisco Ruiz-Aliseda, 2009. "Entry Patterns Over The Product Life Cycle," Manchester School, University of Manchester, vol. 77(5), pages 594-610, 09.
    11. Armstrong, Michael J & Levesque, Moren, 2002. "Timing and quality decisions for entrepreneurial product development," European Journal of Operational Research, Elsevier, vol. 141(1), pages 88-106, August.
    12. Sarkar, M. B. & Echambadi, Raj & Agarwal, Rajshree & Sen, Bisakha, 2002. "The "When, Where, and How" of Entrant Survival: The Effects of Knowledge Regime, Technological Intensity and Start-Up Size on New Venture Survival," Working Papers 02-0102, University of Illinois at Urbana-Champaign, College of Business.
    13. Song, Michael & Zhao, Y. Lisa & Di Benedetto, C. Anthony, 2013. "Do perceived pioneering advantages lead to first-mover decisions?," Journal of Business Research, Elsevier, vol. 66(8), pages 1143-1152.

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