Toward a Product-Proliferation Theory of Entry Barriers
| Autor: | Avinash V. Mainkar, Michael Lubatkin, William S. Schulze |
|---|---|
| Rok vydání: | 2006 |
| Předmět: |
business.industry
Strategy and Management General Business Management and Accounting Marketing strategy Core (game theory) Product proliferation Management of Technology and Innovation New product development Inverted u Market environment business Marketing research Barriers to entry Industrial organization |
| Zdroj: | Academy of Management Review. 31:1062-1075 |
| ISSN: | 1930-3807 0363-7425 |
| DOI: | 10.5465/amr.2006.22528171 |
| Popis: | We draw on industrial-organization economics theory, density-dependent and resource-partitioning theories, and brand-leveraging theories to propose a product-level theory of market entry. The result is a more fully informed account of the relationship between the firm and its ability to shape its market environment. Our core thesis is that the relationship between product proliferation and new product entry is an inverted U, which itself is moderated by the extent of brand name sharing among incumbent products. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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