Toward a product-proliferation theory of entry barriers

• 成果类型: Article
• 署名作者: Mainkar, Avinash V.; Lubatkin, Michael; Schulze, William S.
• 署名单位: University of Connecticut; emlyon business school; Utah System of Higher Education; University of Utah
• 刊物名称: ACADEMY OF MANAGEMENT REVIEW
• ISSN/ISSBN: 0363-7425
• DOI: 10.5465/AMR.2006.22528171
• 发表日期: 2006
• 页码: 1062-1075
• 关键词: BRAND EXTENSIONS; MARKET; ORGANIZATIONS; ecology; line; perceptions; deterrence; variants; industry

摘要

We draw on industrial-organization economics theory, density-dependent and resource-partitioning theories, and brand-leveraging theories to propose a product-level theory of market entry. The result is a more fully informed account of the relationship between the firm and its ability to shape its market environment. Our core thesis is that the relationship between product proliferation and new product entry is an inverted U, which itself is moderated by the extent of brand name sharing among incumbent products.