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Entry strategies - a challenge to conventional wisdom

Abstract : Conventional wisdom has it that successful market entry depends on market preemption and first-mover advantage. Such 'pioneering' is seen by many managers as enabling a company to achieve greater scale economies and larger market shares than so-called 'followers', leading to a virtuous circle of cost reduction and burgeoning market power. Most recently, for example, the approach has seemed to be working in industries exhibiting network externalities: the phenomenon whereby volumes increase rapidly as a result of direct and indirect connections between customers.
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Submitted on : Sunday, May 20, 2012 - 3:18:33 PM
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  • HAL Id : hal-00699293, version 1




Rodolphe Durand, Régis Coeurderoy. Entry strategies - a challenge to conventional wisdom. European business Forum, 2003, n° 13, pp. 57-61. ⟨hal-00699293⟩



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