Management Papers

Document Type

Journal Article

Date of this Version

3-2002

Publication Source

International Journal of Research in Marketing

Volume

19

Issue

1

Start Page

21

Last Page

42

DOI

10.1016/S0167-8116(02)00046-0

Abstract

“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.

Copyright/Permission Statement

© 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/

Keywords

Takeoff time, radical product innovation, entry strategy, diffusion

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Date Posted: 19 February 2018

This document has been peer reviewed.