search query: @author Barclay, D. W. / total: 2
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| Author: | Green, D. H. Barclay, D. W. Ryans, A. B. |
| Title: | Entry strategy and long-term performance. Conceptualization and empirical examination |
| Journal: | Journal of Marketing
1995 : OCT, VOL. 59:4, p. 1-16 |
| Index terms: | |
| Freeterms: | PRODUKTEINFÜHRUNG, MARKETINGSTRATEGIE |
| Language: | eng |
| Abstract: | A product entry strategy (timing of entry, and the magnitude of investment and the area of competitive emphasis at entry) affects long-term performance in the marketplace. The authors develop the Entry Strategy Performance Model (ESPM) and propose an encompassing framework for product entry strategy research. They test a research model derived from ESPM through an examination and replication in the microcomputer software market. The authors' significant findings are that initial competitive positioning and media coverage drive long-term performance. |
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