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

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.

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