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Entry strategy for radical product innovations: A conceptual model and propositional inventory
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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
Full text not available from this repository.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 |
| Date: | March 2002 |
| 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 |
Data sourced from Thomson Reuters' Web of Knowledge
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