The timing of competitive market entry: An exploratory study of new industrial products

Gary L. Lilien, Eunsang Yoon

Research output: Contribution to journalArticlepeer-review

259 Scopus citations

Abstract

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.

Original languageEnglish (US)
Pages (from-to)568-585
Number of pages18
JournalManagement Science
Volume36
Issue number5
DOIs
StatePublished - May 1990

All Science Journal Classification (ASJC) codes

  • Strategy and Management
  • Management Science and Operations Research

Fingerprint

Dive into the research topics of 'The timing of competitive market entry: An exploratory study of new industrial products'. Together they form a unique fingerprint.

Cite this