Association of Marketing Theory and Practice Proceedings 2018
 

Document Type

Conference Proceeding

Publication Date

2018

Abstract

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.

About the Authors

Eunsang Yoon is a professor of marketing in the Manning School of Business at University of Massachusetts Lowell. He received Ph.D. degree in marketing and management science from Pennsylvania State University. Dr. Yoon published articles on market entry timing, country risk assessment, trade-show decision, quality-pricing relationship, new product development, sustainability marketing, and corporate social responsibility in a number of academic journals including Management Science, International Journal of Research in Marketing, Journal of Business Research, Journal of Product Innovation Management, Industrial Marketing Management, Journal of Business-to-Business Marketing, European Journal of Operational Management, IEEE Transactions on Engineering Management, Advances in Business Marketing and Purchasing, Pricing Strategy and Practices: An International Journal, Seoul Journal of Business, and Interfaces.

HyeonJin Rim is a graduate student majoring in Control Engineering and Project Management at Francis College of Engineering, University of Massachusetts Lowell. His research interest and experience include high-tech entrepreneurship and new product development as well.

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Creative Commons Attribution 3.0 License
This work is licensed under a Creative Commons Attribution 3.0 License.

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