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Type: Journal article
Title: Overcoming late entry: the importance of entry position, inferences and market leadership
Author: Wilkie, D.
Johnson, L.
White, L.
Citation: Journal of Marketing Management, 2015; 31(3-4):409-429
Publisher: Taylor & Francis
Issue Date: 2015
ISSN: 0267-257X
Statement of
Dean C.H. Wilkie, Lester W. Johnson, Lesley White
Abstract: 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.
Keywords: Order of entry; late entrants; competitive signalling; marketing mix strategies
Rights: © 2014 Westburn Publishers Ltd.
RMID: 0030041791
DOI: 10.1080/0267257X.2014.981567
Appears in Collections:Business School publications

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