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An Empirical Study of Firms' Co-ordination of Functional and Market Entry Timing Strategies

Wong, Veronica (1992) An Empirical Study of Firms' Co-ordination of Functional and Market Entry Timing Strategies. Journal of Marketing Management, 8 (3). pp. 239-257. ISSN 0267-257X. (doi:10.1080/0267257X.1992.9964194) (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided)

The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided. (Contact us about this Publication)
Official URL
http://dx.doi.org/10.1080/0267257X.1992.9964194

Abstract

For new product introductions, firms may pursue one of several market entry timing strategies. The firm could be a pioneer, a “fast?follower” or one that introduces products during “late growth” or the “maturity” stage of the product life cycle (PLC). The literature suggests that successful product introduction relies upon the firm's ability to match and co?ordinate functional, including organizational, capabilities in accordance with its new product timing strategy. There, however, exists little empirical research on inter?functional relationships in the new product timing decision. This study examines the functional strategies of a cross?section of UK firms with regard to timing of market entry of new products. The results suggest that there is tighter coordination of functional strategies for entry associated with introductory and maturity than with growth stages of the PLC. Questions are also raised concerning the firm's functional development behaviour.

Item Type: Article
DOI/Identification number: 10.1080/0267257X.1992.9964194
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Cathy Norman
Date Deposited: 11 Jan 2013 12:35 UTC
Last Modified: 29 May 2019 09:55 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/32898 (The current URI for this page, for reference purposes)
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