Endogenous Modeling of Late Entry Penalties for Packaged Goods (Classic Reprint) - Softcover

Inhaltsangabe

Discover why timing matters in packaged goods growth. This study shows that late entrants face a real market penalty in share, even as firms adjust pricing, promotion, and distribution.

The book explains how order of entry interacts with marketing actions and product quality. It uses a recursive model to separate innate effects from strategic responses, drawing on store-level UPC data from 18 later entrants across several product categories and markets.

• How order of entry and marketing choices shape share, price, promotion, and distribution


• Real-world data from UPC measures and advertising spend across multiple markets


• Evidence that the innate entry penalty persists even after modeling endogeneity


• Insights into forecasting share potential and how firm size and performance relate to entry timing

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