haku: @author Bharadwaj, S. G. / yhteensä: 5
viite: 2 / 5
| Tekijä: | Szymanski, D. M. Troy, L. C. Bharadwaj, S. G. |
| Otsikko: | Order of entry and business performance. An empirical synthesis and reexamination |
| Lehti: | Journal of Marketing
1995 : OCT, VOL. 59:4, p. 17-33 |
| Asiasana: | |
| Vapaa asiasana: | PRODUKTEINFÜHRUNG, MARKTANTEIL, MARKETINGSTRATEGIE |
| Kieli: | eng |
| Tiivistelmä: | The authors conduct a meta-analysis of the pioneering market share findings and an examination of the contingency perspective of order of entry effects. The findings from the meta-analysis reveal that earlier entry is associated with greater market share. The findings from the contingency analysis, however, suggest that the contingency perspective is the more valid perspective for capturing the association between order of entry and market share. The authors discuss the theoretical and managerial implications and directions for further research. |
SCIMA