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New product introduction : follower firm timing behaviour

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Dacko, Scott G., Stoneman, Paul and Kastrinaki, Zafeira (2015) New product introduction : follower firm timing behaviour. Economics of Innovation and New Technology, 24 . pp. 829-853. doi:10.1080/10438599.2015.1017262

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Official URL: http://dx.doi.org/10.1080/10438599.2015.1017262

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Abstract

A multidisciplinary perspective is taken to the analysis of data upon the follower firm timing behaviour of 99 “non-pioneering” firms introducing low fat products into U.S. food markets, encompassing extant approaches in marketing, economic and managerial literatures. The payoffs to followers are considered to be related to demand growth, the extent of competition, early mover advantages, firm characteristics, and risk and entry cost reductions. The propensity of firms to react to these potential payoffs is considered as involving four sequential stages and determined by organisational characteristics. The findings suggest: (i) follower firms vary in the rate at which they ultimately move through each and all of the stages identified; (ii) there is evidence that firm characteristics, time and previous entry (although not simply) impact upon the speed of market entry by firms reflecting the various influences on payoffs identified; and (iii) speeds of reaction are related to firms’ abilities to internalize external market developments.

Item Type: Journal Article
Subjects: H Social Sciences > HB Economic Theory
Divisions: Faculty of Social Sciences > Warwick Business School > Marketing Group
Faculty of Social Sciences > Warwick Business School
Library of Congress Subject Headings (LCSH): New products, Competition, Time to market (New products)
Journal or Publication Title: Economics of Innovation and New Technology
Publisher: Routledge
ISSN: 1043-8599
Official Date: 2015
Dates:
DateEvent
2015Published
11 March 2015Available
2 February 2015Accepted
2015Submitted
Volume: 24
Page Range: pp. 829-853
DOI: 10.1080/10438599.2015.1017262
Status: Peer Reviewed
Publication Status: Published
Access rights to Published version: Restricted or Subscription Access

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