search query: @author Muller, E. / total: 25
reference: 3 / 25
| Author: | Libai, B. Muller, E. Peres, R. |
| Title: | The role of seeding in multi-market entry |
| Journal: | International Journal of Research in Marketing
2005 : DEC, VOL. 22:4, p. 375-393 |
| Index terms: | advertising international marketing market entry |
| Language: | eng |
| Abstract: | Firms introducing new products into multi-markets often face the dilemma of how to dynamically allocate their marketing (hereafter as: m-ting.) resources during penetration. This study aims to examine which responsive allocation strategy (here as: alloc-str./strs.) is more effective for these firms. Three major resource alloc-strs. are explored: 1. uniform str. in which the m-ting efforts are distributed evenly among regions regardless of market development, 2. support-the-strong str. under which the firm invests its efforts (as: f-inv-efforts.) proportional to the number of adopters in region, and 3. support-the-weak str. in which the f-inv-efforts. proportional to the remaining market potential. Among others, it is found that strs. dispersing m-ting efforts, such as support-the-weak and uniform strs., are generally superiour to support-the-strong strategy. |
SCIMA