Toward a product proliferation theory of entry barriers - Archive ouverte HAL Accéder directement au contenu
Article Dans Une Revue Academy of Management Review (The) Année : 2006

Toward a product proliferation theory of entry barriers

Michael Lubatkin
  • Fonction : Auteur
William S. Schulze
  • Fonction : Auteur

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.
Fichier non déposé

Dates et versions

hal-02311779 , version 1 (11-10-2019)

Identifiants

  • HAL Id : hal-02311779 , version 1

Citer

Avinash Mainkar, Michael Lubatkin, William S. Schulze. Toward a product proliferation theory of entry barriers. Academy of Management Review (The), 2006, 31 (4), pp.1062-1076 P. ⟨hal-02311779⟩

Collections

EMLYON
14 Consultations
0 Téléchargements

Partager

Gmail Mastodon Facebook X LinkedIn More