search query: @author Cavusgil, S. T. / total: 30
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| Author: | Özsomer, A. Cavusgil, S. T. |
| Title: | A dynamic analysis of market entry rates in a global industry: a community ecology perspective |
| Journal: | European Journal of Marketing
1999 : VOL. 33: 11-12, p. 1038-1063 |
| Index terms: | Marketing strategy International business Industries |
| Freeterms: | Market entry Market analysis |
| Language: | eng |
| Abstract: | This paper states that it is critical that incumbent firms understand the processes enhancing or inhibiting entry of new firms into their industry. A new entrant into an industry may create additional demand by legitimizing the technology/products, and/or may share the existing market by drawing buyers away from incumbents. An analysis of market entry rates is especially important in new, high technology industries where sub-groups of firms pursue different technology and global market diversification strategies There is a community ecology approach suggested to assess the impact of industry density on new firm entry rates. The framework is demonstrated by applying it to the global personal computer industry during the period of 1977-1992. Results suggest among others that density has a nonmonotonic positive effect. |
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