The timing of competitive market entry: An exploratory study of new industrial products

Gary L. Lilien; Eunsang Yoon

doi:10.1287/mnsc.36.5.568

The timing of competitive market entry: An exploratory study of new industrial products

Gary L. Lilien, Eunsang Yoon

Institute for the Study of Business Markets

Research output: Contribution to journal › Article › peer-review

288 Scopus citations

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 opwrtunity of Late entry. Previous research has mainly focused on the strategic aspects of the enw-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 ofsuccess for new industrial products.

Original language	English (US)
Pages (from-to)	568-585
Number of pages	18
Journal	Management Science
Volume	36
Issue number	5
DOIs	https://doi.org/10.1287/mnsc.36.5.568
State	Published - May 1990

All Science Journal Classification (ASJC) codes

Strategy and Management
Management Science and Operations Research

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10.1287/mnsc.36.5.568

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author = "Lilien, {Gary L.} and Eunsang Yoon",

note = "Funding Information: ' This rcscarch was sponsored by the Institute for the Study of Business Markets at the Pennsylvania Sttate University. The authors thank Alok Chakrabaiti and two anonymous reviewen for their valuable suggestions and comments. Publisher Copyright: Copyright {\textcopyright} 1990, The Institute of Management Sciences",

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The timing of competitive market entry: An exploratory study of new industrial products

Abstract

All Science Journal Classification (ASJC) codes

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