The DOI matches its Crossref record.
Market Share Rewards to Pioneering Brands: An Empirical Analysis and Strategic Implications
Open accessAbstract
An empirical analysis indicates that the order of entry of a brand into a consumer product category is inversely related to its market share. Market share is modeled as a log linear function of order of entry, time between entries, advertising, and positioning effectiveness. The coefficients of the entry, advertising, and positioning variables are significant in a regression analysis on an initial sample of 82 brands across 24 categories. These findings are confirmed by predictions on 47 not previously analyzed brands in 12 categories. Managerial implications for pioneers and later entrants are identified.
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Citations
Cited by
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Samuelson, W., & Zeckhauser, R. (1988) · Journal of Risk and Uncertainty · doi:10.1007/bf00055564 · Cited by 5,897
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Suarez, F. F., & Lanzolla, G. (2007) · Academy of Management Review · doi:10.5465/amr.2007.24349587 · Cited by 438
Lee, Y., & Colarelli O'Connor, G. (2003) · Journal of Product Innovation Management · doi:10.1111/1540-5885.t01-1-201002 · Cited by 348
Next-generation consumer innovation search: Identifying early-stage need-solution pairs on the web
von Hippel, E., & Kaulartz, S. (2021) · Research Policy · doi:10.1016/j.respol.2020.104056 · Cited by 71
Metadata
- Authors
- Urban, G. L., Carter, T., Gaskin, S., & Mucha, Z.
- Venue
- Management Science
- Published
- 1986-06
- Volume
- 32
- Issue
- 6
- Pages
- 645-659
- ISSN
- 0025-1909 (ISSN-L)
- 1526-5501
- OpenAlex
- W2124244064
- Cited by
- 569
- References
- 0
- FWCI
- 45.41
- Type
- journal article
- Language
- en
- Open access
- green
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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
