Article1990

The Timing of Competitive Market Entry: An Exploratory Study of New Industrial Products

394 citations0/0 files storedManagement Science

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Innovation Diffusion and Forecasting Capital Investment and Risk Analysis Firm Innovation and Growth

Abstract

In a dynamic, competitive environment, the decision to enter the market should be timed to balance the risks of premature entry against the missed opportunity of late entry. Previous research has mainly focused on the strategic aspects of the entry-time decision. In this paper we review the literature and develop a set of propositions about the timing of new product entry. Then we empirically test the relationship between the market-entry time and the likelihood of success for new industrial products.

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References

2019Diffusion of Innovations 1 1985Competitive Advantage: Creating and Sustaining Superior Performance 2002The Free Press 1982Market Structure and Innovation.1981Imitation Costs and Patents: An Empirical Study 1979Market Structure and Innovation 1979The Dimensions of Industrial New Product Success and Failure 1986An Investigation into the New Product Process: Steps, Deficiencies, and Impact

Cited by

1998Late Mover Advantage: How Innovative Late Entrants Outsell Pioneers 1995Product Innovativeness and Entry Strategy: Impact on Cycle Time and Break‐even Time 1992Are market pioneers intrinsically stronger than later entrants?1996Timing, diffusion, and substitution of successive generations of technological innovations: The IBM mainframe case 1994Pioneering Versus Incremental Innovation: Review and Research Propositions 1998Competitive Dynamics and the Introduction of New Products: The Motion Picture Timing Game

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