| Tekijä: | Thomas, L. A. |
| Otsikko: | Advertising sunk costs and credible spatial pre-emption (advertising management, neue Produkte, Werbekosten) |
| Lehti: | Strategic Management Journal
1996 : JUN, VOL. 17:6, p. 481-498 |
| Asiasana: | |
| Vapaa asiasana: | PRODUKTEINFÜHRUNG, MARKETINGSTRATEGIE |
| Kieli: | eng |
| Tiivistelmä: | Large sunk investments in advertising allow managers to credibly pre-empt potential entrants by introducing new products prior to anticipated increases in market growth. Previous investment in advertising can lower a firm's cost to introduce new products allowing it to credibly pre-empt potential entrants. Entrants may not have enough residual share to find it profitable to enter later, and incumbents find it profitable to keep new products in the market even if entrants choose to enter. Empirical evidence forms the RTE cereal industry. |
SCIMA