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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.
Research output not available from this repository, contact author.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: |
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| Volume: | 19 | ||||
| Number: | 1 | ||||
| Number of Pages: | 22 | ||||
| Page Range: | pp. 21-42 | ||||
| Publication Status: | Published |
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