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| Author: | Rodríguez-Pinto, J. Gutiérrez-Cillán, J. Rodriguez-Escudero, A. I. |
| Title: | Order and scale of market entry, firm resources, and performance |
| Journal: | European Journal of Marketing
2007 : VOL. 41:5/6, p.568-589 |
| Index terms: | market entry new products competitive strategy profit spain |
| Language: | eng |
| Abstract: | The aim of this paper is to examine whether order and scale of market entry influence a new product's market and financial performance, and how marketing and R&D resources strengthen or weaken these effects. Data were collected through a mail survey on a sample of 136 product launches by Spanish manufacturing firms. A moderated hierarchical regression analysis enabled the assessment of the relevance of order and scale as well as their interactions with marketing and R&D resources to explain a product's competitive position. The findings show that pioneering firms and those entering the market with a full-scale launch achieve advantages in terms of competitive position, and that this variable mediates the relationship of order and scale with profitability. The empirical results also reveal that such advantages are conditioned by the availability of marketing and R&D resources. |
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