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Determining the Optimal Time to Launch an Emerging Innovation in a Market

Title data

Häckel, Björn ; Stirnweiß, Dominic:
Determining the Optimal Time to Launch an Emerging Innovation in a Market.
In: International Journal of Innovation Management. Vol. 24 (2020) Issue 6 . - No. 2050055.
ISSN 1363-9196

Official URL: Volltext

Abstract in another language

Investments in emerging technologies and the development of related emerging innovations are neces-sary to compete in the long term. The market entry timing plays an important role in generating deci-sive competitive advantages over competitors through investments in emerging innovations. Different market entry strategies offer varied opportunities and risks, which firms must take into account when choosing the optimal time to enter the market. This study develops an optimisation model to make an economically appropriate ex-ante decision in this choice by accounting for several relevant factors and weighing up possible opportunities and risks of the chosen market entry strategy. The evaluation of the simulation results shows that the considered factors influence the optimal market entry to varying ex-tents, and that both early and late market entry can be advantageous for companies.

Further data

Item Type: Article in a journal
Refereed: Yes
Keywords: Emerging Innovation; Innovation Diffusion; Market Entry Timing; First-Mover; Late-Mover; Norton-Bass-Model
Institutions of the University: Faculties > Faculty of Law, Business and Economics > Department of Business Administration
Research Institutions
Research Institutions > Affiliated Institutes
Research Institutions > Affiliated Institutes > Fraunhofer Project Group Business and Information Systems Engineering
Research Institutions > Affiliated Institutes > FIM Research Center Finance & Information Management
Faculties > Faculty of Law, Business and Economics
Result of work at the UBT: No
DDC Subjects: 000 Computer Science, information, general works > 004 Computer science
300 Social sciences > 330 Economics
Date Deposited: 26 Sep 2019 07:16
Last Modified: 11 Jan 2022 12:48