Date of this Version
International Journal of Research in Marketing
“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.
© 2002. This manuscript version is made available under the CC-BY-NC-ND 4.0 license http://creativecommons.org/licenses/by-nc-nd/4.0/
Takeoff time, radical product innovation, entry strategy, diffusion
Montaguti, E., Kuester, S., & Robertson, T. S. (2002). Entry Strategy for Radical Product Innovations: A Conceptual Model and Propositional Inventory. International Journal of Research in Marketing, 19 (1), 21-42. http://dx.doi.org/10.1016/S0167-8116(02)00046-0
Date Posted: 19 February 2018
This document has been peer reviewed.