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Toward a product proliferation theory of entry barriers

Author

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  • Avinash Mainkar

    (EM - EMLyon Business School)

  • Michael Lubatkin
  • William S. Schulze

Abstract

We draw on industrial-organization economics theory, density-dependent and resource-partitioning theories, and brand-leveraging theories to propose a product-evel theory of market entry. The result is a more fully informed account of the relationship between the firm and its ability to shape its market environment. Our core thesis is that the relationship between product proliferation and new product entry is an inverted U, which itself is moderated by the extent of brand name sharing among incumbent products.

Suggested Citation

  • Avinash Mainkar & Michael Lubatkin & William S. Schulze, 2006. "Toward a product proliferation theory of entry barriers," Post-Print hal-02311779, HAL.
    • Handle: RePEc:hal:journl:hal-02311779
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    Cited by:

    1. Menezes, Mozart B.C. & Pinto, Roberto, 2022. "Product proliferation, cannibalisation, and substitution: A first look into entailed risk and complexity," International Journal of Production Economics, Elsevier, vol. 243(C).
    2. Yalcinkaya, Goksel & Aktekin, Tevfik & Yeniyurt, Sengun, 2020. "Out with the old: A Bayesian approach to estimating product modification rates," Journal of Business Research, Elsevier, vol. 118(C), pages 141-149.
    3. Sarangi, Subrat & Chakraborty, Abhishek & Triantis, Konstantinos P., 2021. "Multimarket competition effects on product line decisions – A multi-objective decision model in fast moving consumer goods industry," Journal of Business Research, Elsevier, vol. 133(C), pages 388-398.

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