Optimal Entry Timing in Markets with Social Influence

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Yogesh V. Joshi; David J. Reibstein; Z. John Zhang;
  • Journal: Management Science, volume 55, issue 6 June, pages 926-939
  • Identifiers: doi: 10.1287/mnsc.1080.0993
  • Subject: market entry, social influence, optimal timing, brand extension

Firms routinely face the challenging decision of whether to enter a new market where a firm's strong presence in an existing market has a positive influence (the leverage effect) on product adoption in the new market, but the reciprocal social influence on the existing ... View more
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