Overcoming late entry: the importance of entry position, inferences and market leadership

  title={Overcoming late entry: the importance of entry position, inferences and market leadership},
  author={Dean C. H. Wilkie and Lester W. Johnson and Lesley White},
  journal={Journal of Marketing Management},
  pages={409 - 429}
Abstract There are two key unresolved questions that need to be addressed in order to understand the challenge of a late entry. Do late entrants that achieve market share leadership actually incur a market share penalty associated with their entry position? Is their specific entry position a contributing factor or irrelevant to their success? To address these questions, this article uses a consumer scanner data-set containing 360 late entrants, 38 of which achieved market share leadership, to… 

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