search query: @author Pennings, E. / total: 8
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| Author: | Lint, O. Pennings, E. |
| Title: | Market entry, phased rollout or abandonment? A real approach |
| Journal: | European Journal of Operational Research
2000 : JUL, VOL. 124:1, p.125-138 |
| Index terms: | Finance Markets |
| Language: | eng |
| Abstract: | This paper proposes a model to value a phased rollout, and to determine the optimal time of a phased rollout as well as the optimal rollout area. Since a phased rollout of new products can be cosidered as an option on a worldwide launch, real option theory is applied to enhance decision making about entry strategy. We derive the analytical properties and illustrate the model with a case on phasing the rollout of CD-I at Phillips Electronics. |
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