Entry Strategy for Radical Product Innovations: A Conceptual Model and Propositional Inventory
International Journal of Research in Marketing, Vol. 19, Issue 1, pp. 21-42, 2002
Posted: 11 Oct 2014 Last revised: 6 Dec 2014
Date Written: March 1, 2002
"Takeoff" is a prerequisite for new product success. The central concern of this paper is how firms can reduce "takeoff time" for radical innovations. We propose a set of entry strategies and examine their effectiveness in stimulating initial demand and accelerating time-to-takeoff by considering the moderating impact of technological, competitive and firm-specific factors. The intended contributions are: (1) to enrich the literature on entry strategy by developing a prepositional framework from a strategy perspective; (2) to provide managerial guidelines for achieving more rapid takeoff; and (3) to suggest an agenda for research on takeoff strategies.
Keywords: New product development, market entry
JEL Classification: M31
Suggested Citation: Suggested Citation