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El Momento De Entrada En El Mercado Y La Generación De Ventajas Competitivas Sostenibles /

Author

Listed:
  • García Villaverde, P. M.

    () (Universidad de Castilla-La Mancha (España))

  • Ruíz Ortega, M. J

    () (Universidad de Castilla-La Mancha (España))

Abstract

La literatura sobre la estrategia pionera ha sido muy extensa durante las dos últimas décadas del siglo pasado. Frente a las investigaciones que han detectado un efecto directo de la entrada pionera en los resultados de la empresa, diversos autores señalan la existencia de una serie de sesgos en la mayoría de los trabajos empíricos que cuestionan la obtención de resultados concluyentes. El objetivo de este trabajo es desarrollar un modelo explicativo que, desde un enfoque dinámico, nos permita estudiar de manera integrada el proceso de decisión de la entrada pionera en el mercado y su impacto en la generación y sostenibilidad de ventajas competitivas. Para ello, realizamos una revisión de la literatura teórica y empírica sobre la estrategia pionera, y planteamos una serie de proposiciones teóricas, que configuran un modelo explicativo. Finalmente, realizamos una discusión del modelo y proponemos futuras líneas de investigación. / The literature on the pioneer strategy has been very extensive during the last two decades of last century. Opposite to the researches that have detected a direct effect of the pioneer entry on firm performance, some authors indicate the existence of a series of biases in the majority of the empirical studies that question the obtaining of conclusive results. The aim of this paper is to develop an explanatory model that, from a dynamic perspective, allows us to study in an integrated way the process of decision of the pioneer entry in the market and the influence of the moment of entry on the generation and sustainability of competitive advantages. With this aim we develop a review of the theoretical and empirical literature on the pioneering strategy and raise a series of theoretical propositions. These propositions form an explanatory model. Finally, we discuss the model and propose future lines of research.

Suggested Citation

  • García Villaverde, P. M. & Ruíz Ortega, M. J, 2006. "El Momento De Entrada En El Mercado Y La Generación De Ventajas Competitivas Sostenibles /," Investigaciones Europeas de Dirección y Economía de la Empresa (IEDEE), Academia Europea de Dirección y Economía de la Empresa (AEDEM), vol. 12(2), pages 157-186.
  • Handle: RePEc:idi:jiedee:v:12:y:2006:i:2:p:157-186
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