Title: Endogenous Modeling of Late Entry Penalties for Packaged Goods Classic Reprint
Publisher: Forgotten Books
Publication Date: 2019
Language: English
ISBN 10: 1330291824
ISBN 13: 9781330291825
Binding: PAP
Condition: New
Weight: 130 grams

About this title

Synopsis

Discover why timing matters in packaged goods growth. This study shows that late entrants face a real market penalty in share, even as firms adjust pricing, promotion, and distribution.

The book explains how order of entry interacts with marketing actions and product quality. It uses a recursive model to separate innate effects from strategic responses, drawing on store-level UPC data from 18 later entrants across several product categories and markets.

How order of entry and marketing choices shape share, price, promotion, and distribution

Real-world data from UPC measures and advertising spend across multiple markets

Evidence that the innate entry penalty persists even after modeling endogeneity

Insights into forecasting share potential and how firm size and performance relate to entry timing

Ideal for readers of marketing science, product managers, and researchers exploring how timing influences market success.

About the Author

Glen L. Urban is David Austin Professor of Management, Emeritus, Professor of Marketing, Emeritus, Dean Emeritus, and Chairman of the MIT Center for Digital Business at MIT.

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