haku: @indexterm market entry / yhteensä: 84
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| Tekijä: | Kornelis, M. Dekimpe, M.G. Leeflang, P.S.H. |
| Otsikko: | Does competitive entry structurally change key marketing metrics? |
| Lehti: | International Journal of Research in Marketing
2008 : SEP, VOL. 25:3, p. 173-182 |
| Asiasana: | marketing measurement market entry advertising television advertising Netherlands |
| Vapaa asiasana: | competitive entry |
| Kieli: | eng |
| Tiivistelmä: | This study introduces a testing sequence allowing for the endogenous determination of potential change (break) locations, thereby accounting for lead and/or lagged effects of the introduction of interest. By not restricting the number of potential breaks to one, quantified is the impact of the new entrant(s) while controlling for other events possibly taken place in the market. The methodology is illustrated in the context of the Dutch television advertising market, which was characterized by the entry of several late movers. It is found that the steady-state growth of private incumbents' revenues was slowed by the quasi-simultaneous entry of three new players. In contrast to industry observers' expectations, such a slowdown was not experienced in the related markets of print and radio advertising. |
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