Product Development Strategies for Established Market Pioneers, Early Followers, and Late Entrants  

Oleh:

Robinson, William T. ; Chiang, Jeongwen

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Strategic Management Journal vol. 23 no. 9 (2002), page 855-866.
Topik: PRODUCT DEVELOPMENT; market pioneering; order of market entry; new product development; marketing strategy

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: SS30.10 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

At the time of entry, market pioneers are known for emphasizing major product development projects. After being in the market for many years, however do market pioneers, early followers, and late entrants maintain different product development strategies ? Data from 2273 established manufacturing businesses reveal that market pioneers have the highest probability of engaging in product development, which covers product R & D spending as well as new product sales. Even so, market pioneers and early followers tend to emphasize minor projects, such as product improvements and line extentions. Late entrants are less likely to engage in product development, but those that do tend to emphasize major development efforts.

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