Product line strategies of new entrants in an established industry: Evidence from the US bicycle industry

• 成果类型: Article
• 署名作者: Dowell, Glen
• 署名单位: University of Notre Dame
• 刊物名称: STRATEGIC MANAGEMENT JOURNAL
• ISSN/ISSBN: 0143-2095
• DOI: 10.1002/smj.552
• 发表日期: 2006
• 页码: 959-979
• 关键词: product line breadth; survival; product line overlap; bicycle industry

摘要

A firm's product line breadth in a given market has both benefits and costs; these effects can be more clearly seen by examining not only the number of products a firm offers, but also the degree of complexity that the product line represents. The effects of breadth are particularly important for new entrants in a relatively mature industry and I examine the breadth-survival relation on new entrants in the bicycle industry in the period 1993-98. I find that firms offering a greater number of products, those with very simple and very complex product lines, and those whose product lines have a moderate degree of overlap with rivals have the highest survival rates. Copyright (c) 2006 John Wiley & Sons, Ltd.