The Timing of Competitive Market Entry: An Exploratory Study of New Industrial Products

Gary L. Lilien and Eunsang Yoon
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Gary L. Lilien: 113 Business Administration Bldg. II, The Pennsylvania State University, University Park, Pennsylvania 16802
Eunsang Yoon: College of Management Science, University of Lowell, Lowell, Massachusetts 01854

Management Science, 1990, vol. 36, issue 5, 568-585

Abstract: In a dynamic, competitive environment, the decision to enter the market should be timed to balance the risks of premature entry against the missed opportunity of late entry. Previous research has mainly focused on the strategic aspects of the entry-time decision. In this paper we review the literature and develop a set of propositions about the timing of new product entry. Then we empirically test the relationship between the market-entry time and the likelihood of success for new industrial products.

Keywords: competitive market entry; new product planning; Markovian decision model (search for similar items in EconPapers)
Date: 1990
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Persistent link: https://EconPapers.repec.org/RePEc:inm:ormnsc:v:36:y:1990:i:5:p:568-585

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