Network externalities are playing an increasingly important role in the economy, and they have significant implications for firms' marketing strategies. The authors study the effects of network externalities in conjunction with other product and firm characteristics on the survival of pioneers. They apply an accelerated failure time model to data on 45 office products and consumer durables. The authors find evidence that network externalities have a negative main effect on the survival duration of pioneers. However, for more radical products and for technologically intense products, increases in network externalities are associated with increased survival duration. The larger the pioneer, the more network externalities increase its survival duration, whereas incumbent pioneers experience a decrease in survival duration compared with nonincumbents. The findings of this article contribute to theory in marketing strategy and have important implications for firms that are developing market entry strategies for products with network externalities.
All Science Journal Classification (ASJC) codes
- Business and International Management