search query: @author Lilien, G. L. / total: 12
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| Author: | Lilien, G. L. Yoon, E. |
| Title: | The timing of competitive market entry: An exploratory study of new industrial products. |
| Journal: | Management Science
1990 : MAY, VOL. 36:5, p. 568-585 |
| Index terms: | ENTRY CONDITIONS NEW PRODUCTS DECISION MODELS |
| Language: | eng |
| Abstract: | The choice of market-entry time is one of the major reasons for new product failure or success. The risks and opportunities of a new product vary due to changes in the general economy, changes in customer preferences, and evolution of the industry's life cycle. The research and development and marketing investments also change the level of the opportunities and risks of the new product. The decision to enter the market should be timed to balance the risks of premature entry and the problems of missed opportunities. |
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