When entering markets, managers must decide when to enter as well as how many resources to commit to the entry. The study finds that larger initial resource commitments do not result in higher market share and market survival in international markets. Instead, to improve performance in international markets, managers should strive to be first entrants. Further, first entrants typically commit fewer resources, suggesting that this strategy can be pursued by firms with limited resources.
|Original language||English (US)|
|Number of pages||13|
|Journal||Journal of Business Venturing|
|State||Published - Jul 1997|
All Science Journal Classification (ASJC) codes
- Business and International Management
- Management of Technology and Innovation