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

See all articles by Elisa Montaguti

Elisa Montaguti

University of Bologna - Department of Management

Sabine Kuester

University of Mannheim, Department of Marketing & Innovation

Thomas S. Robertson

University of Pennsylvania - Marketing Department

Date Written: March 1, 2002

Abstract

"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

Montaguti, Elisa and Kuester, Sabine and Robertson, Thomas S., Entry Strategy for Radical Product Innovations: A Conceptual Model and Propositional Inventory (March 1, 2002). International Journal of Research in Marketing, Vol. 19, Issue 1, pp. 21-42, 2002, Available at SSRN: https://ssrn.com/abstract=2508205

Elisa Montaguti

University of Bologna - Department of Management ( email )

Via capo di lucca, 34
Bologna, 40126
Italy

Sabine Kuester (Contact Author)

University of Mannheim, Department of Marketing & Innovation ( email )

Germany

Thomas S. Robertson

University of Pennsylvania - Marketing Department ( email )

700 Jon M. Huntsman Hall
3730 Walnut Street
Philadelphia, PA 19104-6340
United States

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