Entry strategies - a challenge to conventional wisdom

Rodolphe Durand () and Régis Coeurderoy
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Rodolphe Durand: GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC - HEC Paris - Ecole des Hautes Etudes Commerciales - CNRS - Centre National de la Recherche Scientifique

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Abstract: Conventional wisdom has it that successful market entry depends on market preemption and first-mover advantage. Such 'pioneering' is seen by many managers as enabling a company to achieve greater scale economies and larger market shares than so-called 'followers', leading to a virtuous circle of cost reduction and burgeoning market power. Most recently, for example, the approach has seemed to be working in industries exhibiting network externalities: the phenomenon whereby volumes increase rapidly as a result of direct and indirect connections between customers.

Keywords: Entry strategies; challenge; conventional; wisdom (search for similar items in EconPapers)
Date: 2003
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Published in European business Forum, 2003, n° 13, pp. 57-61

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00699293

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