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Erfolgsfaktor Internationalisierung: Eine empirische Analyse der Breite und Geschwindigkeit der internationalen Markteinführung pharmazeutischer Innovationen von Folgern

Author

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  • Marc Fischer

    (Christian-Albrechts-Universität zu Kiel)

  • Michel Clement

    (Universität Hamburg)

Abstract

Zusammenfassung Obgleich international tätige Unternehmen in der globalen Ökonomie allgegenwärtig sind, lassen sich in der theoretischen und empirischen betriebswirtschaftlichen Forschung nur wenige Beiträge finden, die die Vor- und Nachteile internationaler Markteintrittsstrategien empirisch untersuchen. Dieser Aufsatz zeigt, wie (1) die Breite der Internationalisierung und (2) die Geschwindigkeit des internationalen Markteintritts direkt und moderierend den Marktanteil neuer Produkte in der pharmazeutischen Industrie beeinflussen. Die Ergebnisse deuten darauf hin, dass Manager, die ihre Neuprodukte bereits in mehrere große internationale Märkte eingeführt haben, einen höheren Marktanteil in den neuen Ländermärkten realisieren können. Erreicht wird dieser Effekt vor allem durch die Reduktion des Nachteils eines späten Markteintritts und durch eine höhere Wirkung des Marketings. Für Manager von Folgerprodukten bedeuten diese Erkenntnisse, dass eine sequenzielle Markteinführungsstrategie (Wasserfallstrategie) in große, bereits von Wettbewerbern erschlossene, internationale Märkte deutlich mehr Erfolgspotenzial bieten kann, als eine schnelle, parallele Markteinführung (Sprinklerstrategie).

Suggested Citation

  • Marc Fischer & Michel Clement, 2007. "Erfolgsfaktor Internationalisierung: Eine empirische Analyse der Breite und Geschwindigkeit der internationalen Markteinführung pharmazeutischer Innovationen von Folgern," Schmalenbach Journal of Business Research, Springer, vol. 59(7), pages 847-881, November.
    • Handle: RePEc:spr:sjobre:v:59:y:2007:i:7:d:10.1007_bf03371725
    DOI: 10.1007/BF03371725
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    References listed on IDEAS

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    JEL classification:

    • C33 - Mathematical and Quantitative Methods - - Multiple or Simultaneous Equation Models; Multiple Variables - - - Models with Panel Data; Spatio-temporal Models
    • F23 - International Economics - - International Factor Movements and International Business - - - Multinational Firms; International Business
    • L13 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Oligopoly and Other Imperfect Markets

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