Order of Market Entry: Established Empirical Generalizations, Emerging Empirical Generalizations, and Future Research

Gurumurthy Kalyanaram, William T. Robinson and Glen L. Urban
Additional contact information
Gurumurthy Kalyanaram: The University of Texas at Dallas
William T. Robinson: The University of Michigan
Glen L. Urban: Massachusetts Institute of Technology

Marketing Science, 1995, vol. 14, issue 3_supplement, G212-G221

Abstract: Three established and four emerging empirical generalizations are identified below. The first established generalization is that there is a negative relationship between order of market entry and market share. Second, for consumer packaged goods and prescription anti-ulcer drugs, the entrant's market share divided by the first entrant's share roughly equals one divided by the square root of order of market entry. Third, in mature markets, market pioneer share advantages slowly decline over time. While the emerging generalizations require additional research support, the initial findings suggest: (1) for consumer packaged goods, order of market entry has a stronger negative relationship with trial penetration than with repeat purchase; (2) market pioneers have broader product lines than late entrants; (3) skill and resource profiles differ across market pioneers, early followers, and late entrants; and (4) order of market entry is not related to long-term survival rates. Future research topics are also discussed.

Keywords: order of market entry; early entry advantage; and market pioneer (search for similar items in EconPapers)
Date: 1995
References: Add references at CitEc
Citations: View citations in EconPapers (57)

Downloads: (external link)
http://dx.doi.org/10.1287/mksc.14.3.G212 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:inm:ormksc:v:14:y:1995:i:3_supplement:p:g212-g221

Access Statistics for this article

More articles in Marketing Science from INFORMS Contact information at EDIRC.
Bibliographic data for series maintained by Chris Asher ().