UNSPECIFIED (2002) Entry strategy for radical product innovations: A conceptual model and propositional inventory. INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING, 19 (1). pp. 21-42. ISSN 0167-8116

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Abstract

"Takeoff" is a prerequisite for new product success. The central concern of this paper is how firms can reduce "takeoff time" for radical innovations. We propose a set of entry strategies and examine their effectiveness in stimulating initial demand and accelerating time-to-takeoff by considering the moderating impact of technological, competitive and firm-specific factors. The intended contributions are: (1) to enrich the literature on entry strategy by developing a propositional framework from a strategy perspective; (2) to provide managerial guidelines for achieving more rapid takeoff, and (3) to suggest an agenda for research on takeoff strategies. (C) 2002 Elsevier Science B.V. All rights reserved.

Item Type:	Journal Item
Subjects:	H Social Sciences > HF Commerce
Journal or Publication Title:	INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING
Publisher:	ELSEVIER SCIENCE BV
ISSN:	0167-8116
Official Date:	March 2002
Dates:	Date Event March 2002 UNSPECIFIED
Volume:	19
Number:	1
Number of Pages:	22
Page Range:	pp. 21-42
Publication Status:	Published
URI:	http://wrap.warwick.ac.uk/id/eprint/11094

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