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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.

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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:
DateEvent
March 2002UNSPECIFIED
Volume: 19
Number: 1
Number of Pages: 22
Page Range: pp. 21-42
Publication Status: Published

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