Please use this identifier to cite or link to this item:
https://hdl.handle.net/2440/107389
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dc.contributor.author | Wilkie, D. | - |
dc.contributor.author | Johnson, L. | - |
dc.contributor.author | White, L. | - |
dc.date.issued | 2015 | - |
dc.identifier.citation | Journal of Marketing Management, 2015; 31(3-4):409-429 | - |
dc.identifier.issn | 0267-257X | - |
dc.identifier.issn | 1472-1376 | - |
dc.identifier.uri | http://hdl.handle.net/2440/107389 | - |
dc.description.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. | - |
dc.description.statementofresponsibility | Dean C.H. Wilkie, Lester W. Johnson, Lesley White | - |
dc.language.iso | en | - |
dc.publisher | Taylor & Francis | - |
dc.rights | © 2014 Westburn Publishers Ltd. | - |
dc.source.uri | http://dx.doi.org/10.1080/0267257x.2014.981567 | - |
dc.subject | Order of entry; late entrants; competitive signalling; marketing mix strategies | - |
dc.title | Overcoming late entry: the importance of entry position, inferences and market leadership | - |
dc.type | Journal article | - |
dc.identifier.doi | 10.1080/0267257X.2014.981567 | - |
pubs.publication-status | Published | - |
dc.identifier.orcid | Wilkie, D. [0000-0001-5969-5669] | - |
Appears in Collections: | Aurora harvest 3 Business School publications |
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