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Article Dans Une Revue Academy of Management Review Année : 2006

Toward a product proliferation theory of entry barriers

Résumé

We draw on industrial-organization economics theory, density-dependent and resource-partitioning theories, and brand-leveraging theories to propose a product-evel theory of market entry. The result is a more fully informed account of the relationship between the firm and its ability to shape its market environment. Our core thesis is that the relationship between product proliferation and new product entry is an inverted U, which itself is moderated by the extent of brand name sharing among incumbent products.
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Dates et versions

hal-02276727 , version 1 (03-09-2019)

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Avinash Mainkar, Michael Lubatkin, William Schulze. Toward a product proliferation theory of entry barriers. Academy of Management Review, 2006, 31 (4), 1062-1075 p. ⟨10.5465/amr.2006.22528171⟩. ⟨hal-02276727⟩

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