Order of market entry as a success factor in product innovations

Abstract

The purpose of the article is to make a review of the studies dealing with the order of company market entry as a success factor for new products. On the one hand, the interest in the review is driven by the need to develop and launch successful new products and, on the other, the high likelihood for product failure was confirmed by a lot of studies. Furthermore, research in the last years has considered the order of company market entry a factor that determines the market performance of company new products. As a result of the review, a classification is proposed of the studies on the order of company market entry including three areas: consequences of company market entry; pre-entry conditions; characteristics of the economic environment influencing the first two areas. The main conclusion formulated in the article is that, overall, the studies on the order of market entry support the relation between entry timing and company performance with the order of market being a question of matching company resources and capabilities, and environment requirements. The methods of analysis and synthesis as well as induction and deduction are used in the article.