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Spreading the Good Apples Out: Market Entry Dynamics of Quality Differentiated Products

Author

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  • Esteban Jaimovich
  • Boryana Madzharova
  • Vincenzo Merella

Abstract

The paper investigates firms' rollout strategies for quality-differentiated products across geographically dispersed markets. Using a theoretical framework that integrates nonhomo- thetic preferences, we show that premium goods are more likely to enter wealthier markets first, allowing firms to capture higher markups. We find that the main factors influencing the selection of follow-up markets differ by product quality: for premium goods, income levels are the primary determinant of expansion paths, whereas geographic proximity is the main driver for lower-quality products. Using micro-level data from the refrigera- tion industry, we confirm a significant positive association between market-entry order and income for higher-quality products. Furthermore, we observe that follow-up markets tend to be geographically more dispersed for premium goods, reflecting a shift away from proximity-based expansion strategies.

Suggested Citation

  • Esteban Jaimovich & Boryana Madzharova & Vincenzo Merella, 2025. "Spreading the Good Apples Out: Market Entry Dynamics of Quality Differentiated Products," Carlo Alberto Notebooks 749 JEL Classification: F, Collegio Carlo Alberto.
    • Handle: RePEc:cca:wpaper:749
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