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https://hdl.handle.net/2440/107449
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Type: | Journal article |
Title: | The impact of low-price brands on the order of entry advantage |
Author: | Wilkie, D. Johnson, L. White, L. |
Citation: | Journal of Marketing Management, 2012; 28(7-8):957-973 |
Publisher: | Taylor & Francis |
Issue Date: | 2012 |
ISSN: | 0267-257X 1472-1376 |
Statement of Responsibility: | Dean C.H. Wilkie, Lester W. Johnson, Lesley White |
Abstract: | The objectives of this research are to investigate (1) if a later entrant can reduce an order of entry effect by positioning itself as a low-price brand; and (2) if the type of low-price brand impacts the effectiveness of this strategy. The impact of a low-price strategy on the order of entry effect has been modelled using three categories of over-the-counter medicines. The results indicate that, in a majority of categories and dependent on the type of low-price brand, a low-price strategy can reduce the market share penalty for being a later entrant. In addition, the results provide evidence that leveraging an existing store brand name does not provide a strategic advantage over establishing a new brand name. The implications for managers is that a low-price brand provides a motivating point of difference for consumers, which shifts brand preferences and market share away from the pioneer brand. |
Keywords: | Order of entry effect; low-price brands; OTC medicines |
Rights: | © 2012 Westburn Publishers Ltd. |
DOI: | 10.1080/0267257X.2011.615150 |
Published version: | http://dx.doi.org/10.1080/0267257x.2011.615150 |
Appears in Collections: | Aurora harvest 8 Business School publications |
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