DC Field | Value | Language |
---|---|---|
dc.contributor.author | Chang, Dae Ryun | ko |
dc.contributor.author | Park, Se-Bum | ko |
dc.date.accessioned | 2008-06-05T07:41:09Z | - |
dc.date.available | 2008-06-05T07:41:09Z | - |
dc.date.created | 2012-02-06 | - |
dc.date.created | 2012-02-06 | - |
dc.date.issued | 2007-09 | - |
dc.identifier.citation | KAIST BUSINESS SCHOOL WORKING PAPER SERIES | - |
dc.identifier.uri | http://hdl.handle.net/10203/4952 | - |
dc.description.abstract | This research investigates whether market pioneering advantage in the previous-generation market can be sustained in the successive-generation market of a product category. The empirical data reported in the current research demonstrate that a market pioneer in the previous-generation market cannot sustain its market share leadership unless it also pioneers the successive-generation market. Also, pioneering the successive generation market with a new brand rather than an extant brand generates a greater market share reward for a market pioneer in the previous-generation when the ideal attribute combination of a successive-generation product is ambiguous. When the ideal attribute combination is unambiguous, the use of an extant brand rather than a new brand contributes to increased market share rewards for a market pioneer in the previous-generation market which enters first in the successive-generation market. The authors conclude that continuous market pioneering is necessary in the multi-generations of a product-market because perceived innovativeness mediates the order of entry effect. | - |
dc.language | English | - |
dc.language.iso | en_US | en |
dc.publisher | KAIST Business School | - |
dc.title | Market Pioneering Advantage in the Successive-Generation of the Mobile Telecommunication Market | - |
dc.type | Article | - |
dc.type.rims | ART | - |
dc.citation.publicationname | KAIST BUSINESS SCHOOL WORKING PAPER SERIES | - |
dc.embargo.liftdate | 9999-12-31 | - |
dc.embargo.terms | 9999-12-31 | - |
dc.contributor.localauthor | Park, Se-Bum | - |
dc.contributor.nonIdAuthor | Chang, Dae Ryun | - |
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