Launching a new product at the optimal time is imperative for the successful entry and penetration in the competitive market. Expectations of customers, responses of competitors, challenges of emerging start-ups, shortening of product life cycles, and global alliance of corporations are some of the evolving factors that are relevant to the timing decisions for a new product. This paper re-examines the timing-related strategic issues, reports an exploratory case study of the ninety-two pioneering or following market entries, and discusses the managerial implications for a firm’s market-entry decisions for a new product or service.
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Yoon, Eunsang and Rim, HyeonJin, "Timing of Market Entry for New Products: An Exploratory Case Study of the Success Factors for Pioneering and Following" (2018). Association of Marketing Theory and Practice Proceedings 2018. 6.