New Market Emergence and the Product Strategies of De Novo and De Alio Entrants in the Industrial Robotics Industry
22 Pages Posted: 3 Mar 2009
Date Written: March 2, 2009
Abstract
I investigate the product strategies of de alio and de novo entrants in a new industry during the emergence of a new market. Using a panel database of 170 industrial robot manufacturers from three continents, I compare the robots manufactured by de novo and de alio firms on two product performance features - one of which is relevant for emerging market and the other for existing market. I find that the products manufactured by the de novo firms were the leaders in the performance feature for the existing market, but lagged those of the de alio firms in the performance feature for the emerging market.
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