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Type: Journal article
Title: Is there a negative relationship between the order-of-brand entry and market share?
Author: Wilkie, D.
Johnson, L.
Citation: Marketing Letters, 2016; 27(2):211-222
Publisher: Springer
Issue Date: 2016
ISSN: 0923-0645
Statement of
Dean C.H. Wilkie, Lester W. Johnson
Abstract: The order-of-entry effect has been continually examined over the last quarter century, leading to the generalization that a negative relationship exists between the order-of-brand entry and market share. As the number of followers that become market share leaders and the conceptual arguments against this assumption grow, the nonexistence of this negative relationship has yet to be empirically demonstrated. This research challenges the generalization by examining market conditions in which a brand’s entry position has exerted a positive effect on its market share potential, compared with an earlier entry position. Using order-of-entry models consistent with extant literature, an empirical analysis of consumer scanner data across 375 followers reveals two situations that challenge the prediction of a negative relationship between the order-of-brand entry and market share.
Keywords: Order-of-entry effect; marketing generalization; follower; Market share leader
Rights: © Springer Science+Business Media New York 2014
RMID: 0030041792
DOI: 10.1007/s11002-014-9344-8
Appears in Collections:Business School publications

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