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MARKET ENTRY BARRIERS AND PRODUCT LIFE CYCLESABSTRACTThis study examines the relative importance of market entry barriers as perceived by businesses in various stages of the product life cycle in consumer and industrial markets. The market entry decisions of 137 executives from 49 major U.S. corporations were modeled using regression analysis. Six market entry barriers, cost advantages of incumbents, product differentiation of incumbents, capital requirements, customer switching costs, access to distribution channels, and government policy were tested. Differences in the relative importance of barriers in various stages of the product life cycle were found.
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