In a dynamic, competitive environment, the decision to enter the market should be timed to balance the risks of premature entry against the missed opwrtunity of Late entry. Previous research has mainly focused on the strategic aspects of the enw-time decision. In this paper we review the literature and develop a set of propositions about the timing of new product entry. Then we empirically test the relationship between the market-entry time and the likelihood ofsuccess for new industrial products.
All Science Journal Classification (ASJC) codes
- Strategy and Management
- Management Science and Operations Research