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Der Einfluss der Markteintrittsreihenfolge auf den Unternehmenserfolg: Eine Zusammenfassung empirischer Arbeiten und Leitlinien für die weitere Forschung auf diesem Gebiet

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  • Himme, Alexander

Abstract

Im Rahmen der Markteintrittsstrategie muss sich jedes Unternehmen nicht nur mit der Frage auseinandersetzen, wo und wie, sondern vor allem wann ein neuer Markt betreten wird. Insbesondere für die Pionierstrategie ist diese Frage auf vielfältige theoretische und empirische Weise untersucht worden. Angesichts der Fülle der Arbeiten erscheint es lohnenswert, sich einen kritischen Überblick zu verschaffen. In diesem Beitrag soll dementsprechend eine Bestandsaufnahme der wichtigsten Studien erfolgen. Dabei zeigen sich erhebliche Defizite bei der Modellwahl, der Variablenoperationalisierung und der verwendeten Datengrundlage, die die Ergebnisse in einem fragwürdigen Licht erscheinen lassen. Zusätzlich sind durch die einseitige Konzentration auf den Pionier viele Fragen hinsichtlich der Folgerunternehmen unbeantwortet geblieben. Eine Agenda verschiedener Leitlinien zur zukünftigen Forschung wird daher auf der Basis der verschiedenen Kritikpunkte entwickelt.

Suggested Citation

  • Himme, Alexander, 2005. "Der Einfluss der Markteintrittsreihenfolge auf den Unternehmenserfolg: Eine Zusammenfassung empirischer Arbeiten und Leitlinien für die weitere Forschung auf diesem Gebiet," Manuskripte aus den Instituten für Betriebswirtschaftslehre der Universität Kiel 600, Christian-Albrechts-Universität zu Kiel, Institut für Betriebswirtschaftslehre.
    • Handle: RePEc:zbw:cauman:600
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    References listed on IDEAS

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