A orde de entrada da empresa no mercadoimplicacións estratéxicas
ISSN: 1132-2799
Year of publication: 1999
Volume: 8
Issue: 2
Pages: 53-66
Type: Article
More publications in: Revista galega de economía: Publicación Interdisciplinar da Facultade de Ciencias Económicas e Empresariais
Abstract
A great amount of research regarding the íssue of entry arder of brands into the market does exíst in marketing literatura. In spite of the great amount of research there is no agreement on the exístence of a competitive advantage in the arder of entry, which in many papers is called the "pioneer advantage". The aim of this work is to focus on the píoneer advantage tapie, trying to implement a scheme of concepts, whích will include all the factors involved in the entry arder of brands into the market. Doing so, il is attempted lo stress the complexity of the process and the key elements that should be taken into account by companies when they are faced with the decisions of entering new markets or launchíng new products