Endogenous Modeling of Late Entry Penalties for Packaged Goods Classic Reprint. Dieser Artikel ist nicht verfügbar.Endogenous Modeling of Late Entry Penalties for Packaged Goods Classic Reprint

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

Ideal for readers of marketing science, product managers, and researchers exploring how timing influences market success.