Entry Strategy for Radical Product Innovations: A Conceptual Model and Propositional Inventory

“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 propositional 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.