Overcoming late entry: the importance of entry position, inferences and market leadership
Johnson, Lester (Creator), Wilkie, Dean C.H. (Creator), White, Lesley (Creator)
There are two key unresolved questions that need to be addressed in order to understand the challenge of a late entry. Do late entrants that achieve market share leadership actually incur a market share penalty associated with their entry position? Is their specific entry position a contributing factor or irrelevant to their success? To address these questions, this article uses a consumer scanner data-set containing 360 late entrants, 38 of which achieved market share leadership, to inform a regression analysis examining late entrant performance. As a result of our investigation exploring how late entrants can use marketing mix instruments to challenge incumbents, we propose that although late entry generally leads to a market share disadvantage, several opportunities remain for late entrants to excel
Downloadable Archival Material, English, 2015
Routledge, 2015