IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v13y2021i6p3046-d514520.html
   My bibliography  Save this article

Sustainable Market Entry Strategy under a Supply Chain Environment

Author

Listed:
  • Yanjie Wu

    (School of Economics and Management, Shanxi University, Taiyuan 030006, China)

  • Sujuan Wang

    (Research Center for Management and Decision Making, Shanxi University, Taiyuan 030006, China)

Abstract

Firms routinely face the challenging decision of whether and how to enter a new market. Inspired by the practice of Chinese household appliance firms sustainably entering the rural market from the urban market, Tesla and Topshop entered the Chinese market from their own. We model a supply chain system composed of a manufacturer and a retailer to investigate entry strategies for facing a new market. These sustainable entry processes can help enterprises better achieve their own promotion and increase profits. The equilibrium solutions indicate that (1) the manufacturer’s exclusive entry mode is “market development” entry, while the retailer’s exclusive entry or joint entry mode can achieve “dual benefit” entry under certain conditions; and (2) both the manufacturer and the retailer prefer the joint entry mode. It is the only Nash equilibrium. Monopoly firms dominating the new market may not be profitable all the time. Appropriate competition can bring about a win-win situation. These results provide theoretical proof for the preference and rationality of the rural market entry mode in the Chinese household appliance industry and of the overseas market entry mode for international enterprises.

Suggested Citation

  • Yanjie Wu & Sujuan Wang, 2021. "Sustainable Market Entry Strategy under a Supply Chain Environment," Sustainability, MDPI, vol. 13(6), pages 1-15, March.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:6:p:3046-:d:514520
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/13/6/3046/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/13/6/3046/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. John R. Hauser & Steven M. Shugan, 2008. "Defensive Marketing Strategies," Marketing Science, INFORMS, vol. 27(1), pages 88-110, 01-02.
    2. Rajeev K. Tyagi, 1999. "On the Effects of Downstream Entry," Management Science, INFORMS, vol. 45(1), pages 59-73, January.
    3. Weon Sang Yoo & Eunkyu Lee, 2011. "Internet Channel Entry: A Strategic Analysis of Mixed Channel Structures," Marketing Science, INFORMS, vol. 30(1), pages 29-41, 01-02.
    4. John R. Hauser & Steven M. Shugan, 2008. "Commentary—Defensive Marketing Strategies," Marketing Science, INFORMS, vol. 27(1), pages 85-87, 01-02.
    5. Rabah Amir & Val E. Lambson, 2000. "On the Effects of Entry in Cournot Markets," The Review of Economic Studies, Review of Economic Studies Ltd, vol. 67(2), pages 235-254.
    6. Alejandro F. Mac Cawley & Ángel Sevil & Roberto S. Vassolo & José Ignacio Sepúlveda Vargas, 2019. "Entry‐Timing Advantages in Renewable Natural Resources Industries," Journal of Management Studies, Wiley Blackwell, vol. 56(7), pages 1482-1512, November.
    7. Hakan Ozalp & Tobias Kretschmer, 2019. "Follow the Crowd or Follow the Trailblazer? The Differential Role of Firm Experience in Product Entry Decisions in the US Video Game Industry," Journal of Management Studies, Wiley Blackwell, vol. 56(7), pages 1452-1481, November.
    8. Anindya Ghose & Tridas Mukhopadhyay & Uday Rajan, 2007. "The Impact of Internet Referral Services on a Supply Chain," Information Systems Research, INFORMS, vol. 18(3), pages 300-319, September.
    9. Seade, Jesus K, 1980. "On the Effects of Entry," Econometrica, Econometric Society, vol. 48(2), pages 479-489, March.
    10. Siddharth Vedula & Jeffrey G. York & Andrew C. Corbett, 2019. "Through the Looking‐Glass: The Impact of Regional Institutional Logics and Knowledge Pool Characteristics on Opportunity Recognition and Market Entry," Journal of Management Studies, Wiley Blackwell, vol. 56(7), pages 1414-1451, November.
    11. John H Dunning, 1998. "Location and the Multinational Enterprise: A Neglected Factor?," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 29(1), pages 45-66, March.
    12. Stremersch, S. & Tellis, G.J. & Franses, Ph.H.B.F. & Binken, J.L.G., 2007. "Indirect Network Effects in New Product Growth," ERIM Report Series Research in Management ERS-2007-019-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    13. Javalgi, Rajshekhar (Raj) G. & Deligonul, Seyda & Dixit, Ashutosh & Cavusgil, S. Tamer, 2011. "International Market Reentry: A Review and Research Framework," International Business Review, Elsevier, vol. 20(4), pages 377-393, August.
    14. Chong Wu & Siyi Bo & Xing Wan & Min Ji & Meihua Chen & Shifan Zhang, 2020. "Does the Choice of IJV under Institutional Duality Promote the Innovation Performance of Chinese Manufacturing Firms? Evidence from Listed Chinese Manufacturing Companies," Sustainability, MDPI, vol. 12(17), pages 1-21, August.
    15. Gideon D. Markman & Peter Gianiodis & G. Tyge Payne & Christopher Tucci & Igor Filatotchev & Reddi Kotha & Eric Gedajlovic, 2019. "The Who, Where, What, How and When of Market Entry," Journal of Management Studies, Wiley Blackwell, vol. 56(7), pages 1241-1259, November.
    16. Yunchuan Liu & Sunil Gupta & Z. John Zhang, 2006. "Note on Self-Restraint as an Online Entry-Deterrence Strategy," Management Science, INFORMS, vol. 52(11), pages 1799-1809, November.
    17. Seok Jin Ko, 2019. "The Differing Foreign Entry Mode Choices for Sales and Production Subsidiaries of Multinational Corporations in the Manufacturing Industry," Sustainability, MDPI, vol. 11(15), pages 1-18, July.
    18. Timothy W. McGuire & Richard Staelin, 2008. "An Industry Equilibrium Analysis of Downstream Vertical Integration," Marketing Science, INFORMS, vol. 27(1), pages 115-130, 01-02.
    19. Yogesh V. Joshi & David J. Reibstein & Z. John Zhang, 2009. "Optimal Entry Timing in Markets with Social Influence," Management Science, INFORMS, vol. 55(6), pages 926-939, June.
    20. Angelique Slade Shantz & Eileen Fischer & Aurora Liu & Moren Lévesque, 2019. "Spoils from the Spoiled: Strategies for Entering Stigmatized Markets," Journal of Management Studies, Wiley Blackwell, vol. 56(7), pages 1260-1286, November.
    21. Chakravarthi Narasimhan & Z. John Zhang, 2000. "Market Entry Strategy Under Firm Heterogeneity and Asymmetric Payoffs," Marketing Science, INFORMS, vol. 19(4), pages 313-327, November.
    22. Hakan Ener, 2019. "Do Prior Experiences of Top Executives Enable or Hinder Product Market Entry?," Journal of Management Studies, Wiley Blackwell, vol. 56(7), pages 1345-1376, November.
    23. Igor Filatotchev & Roger Strange & Jenifer Piesse & Yung-Chih Lien, 2007. "FDI by firms from newly industrialised economies in emerging markets: corporate governance, entry mode and location," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 38(4), pages 556-572, July.
    24. Annabelle Gawer & Rebecca Henderson, 2007. "Platform Owner Entry and Innovation in Complementary Markets: Evidence from Intel," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 16(1), pages 1-34, March.
    25. Chong Wu & Fang Huang & Caihong Huang & Huiming Zhang, 2018. "Entry Mode, Market Selection, and Innovation Performance," Sustainability, MDPI, vol. 10(11), pages 1-24, November.
    26. Uri Simonsohn, 2010. "eBay's Crowded Evenings: Competition Neglect in Market Entry Decisions," Management Science, INFORMS, vol. 56(7), pages 1060-1073, July.
    27. Alex Makarevich & Young‐Choon Kim, 2019. "Following in Partners’ Footsteps: An Uncertainty‐Reduction Perspective on Firms’ Choice of New Markets," Journal of Management Studies, Wiley Blackwell, vol. 56(7), pages 1314-1344, November.
    28. Lamar Pierce, 2009. "Big losses in ecosystem niches: how core firm decisions drive complementary product shakeouts," Strategic Management Journal, Wiley Blackwell, vol. 30(3), pages 323-347, March.
    29. Curba Morris Lampert & Minyoung Kim & Timothy David Hubbard & Raja Roy & George Leckie, 2019. "Fearlessly Swimming Upstream to Risky Waters: The Role of Geographic Entry in Innovation," Journal of Management Studies, Wiley Blackwell, vol. 56(7), pages 1377-1413, November.
    30. Alain Verbeke & Luciano Ciravegna & Luis E. Lopez & Sumit K. Kundu, 2019. "Five Configurations of Opportunism in International Market Entry," Journal of Management Studies, Wiley Blackwell, vol. 56(7), pages 1287-1313, November.
    31. Yu Xie & Yi-Fei Du & Francis Boadu & Xuan-Ya Shi, 2018. "Executives’ Assessments of Evolutionary and Leapfrog Modes: An Ambidexterity Explanation Logic," Sustainability, MDPI, vol. 10(8), pages 1-16, August.
    32. Qiaowei Shen & J. Miguel Villas-Boas, 2010. "Strategic Entry Before Demand Takes Off," Management Science, INFORMS, vol. 56(8), pages 1259-1271, August.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Kuang-Sheng Liu & Ming-Hung Lin, 2021. "Performance Assessment on the Application of Artificial Intelligence to Sustainable Supply Chain Management in the Construction Material Industry," Sustainability, MDPI, vol. 13(22), pages 1-15, November.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Duarte Brito & Margarida Catalão-Lopes, 2023. "Profit raising entry under mixed behavior," Journal of Economics, Springer, vol. 138(1), pages 51-72, January.
    2. Yenipazarli, Arda, 2021. "Downstream entry revisited: Economic effects of entry in vertically-related markets," Omega, Elsevier, vol. 103(C).
    3. repec:otg:wpaper:1403 is not listed on IDEAS
    4. Yadong Luo & Huan Zhang & Juan Bu, 2019. "Developed country MNEs investing in developing economies: Progress and prospect," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 50(4), pages 633-667, June.
    5. Hu, Helen Wei & Cui, Lin, 2014. "Outward foreign direct investment of publicly listed firms from China: A corporate governance perspective," International Business Review, Elsevier, vol. 23(4), pages 750-760.
    6. David, Maia & Nimubona, Alain-Désiré & Sinclair-Desgagné, Bernard, 2011. "Emission taxes and the market for abatement goods and services," Resource and Energy Economics, Elsevier, vol. 33(1), pages 179-191, January.
    7. Cao, Zong-Hong & Zhou, Yong-Wu & Zhao, Ju & Li, Chang-Wen, 2015. "Entry mode selection and its impact on an incumbent supply chain coordination," Journal of Retailing and Consumer Services, Elsevier, vol. 26(C), pages 1-13.
    8. Xin Yun & Hao Liu & Yi Li & Kin Keung Lai, 2023. "Contract design under asymmetric demand information for sustainable supply chain practices," Annals of Operations Research, Springer, vol. 324(1), pages 1429-1459, May.
    9. Peres, Renana & Muller, Eitan & Mahajan, Vijay, 2010. "Innovation diffusion and new product growth models: A critical review and research directions," International Journal of Research in Marketing, Elsevier, vol. 27(2), pages 91-106.
    10. Matthew Selove, 2014. "A Dynamic Model of Competitive Entry Response," Marketing Science, INFORMS, vol. 33(3), pages 353-363, May.
    11. Yang, Yong & Driffield, Nigel, 2022. "Leveraging the benefits of location decisions into performance: A global view from matched MNEs," Journal of Business Research, Elsevier, vol. 139(C), pages 468-483.
    12. Alina Sorescu & Sorin M. Sorescu & Will J. Armstrong & Bart Devoldere, 2018. "Two Centuries of Innovations and Stock Market Bubbles," Marketing Science, INFORMS, vol. 37(4), pages 507-529, August.
    13. Krishnendu Ghosh Dastidar & Sugata Marjit, 2022. "Market size, entry costs and free entry Cournot equilibrium," Journal of Economics, Springer, vol. 136(2), pages 97-114, July.
    14. Gama, Adriana & Rietzke, David, 2019. "Monotone comparative statics in games with non-monotonic best-replies: Contests and Cournot oligopoly," Journal of Economic Theory, Elsevier, vol. 183(C), pages 823-841.
    15. Jörg Claussen & Christian Essling & Christian Peukert, 2018. "Demand variation, strategic flexibility and market entry: Evidence from the U.S. airline industry," Strategic Management Journal, Wiley Blackwell, vol. 39(11), pages 2877-2898, November.
    16. Zhe OuYang & Peng Cheng & Yang Liu, 2020. "The role of product line breadth, product pre-entry experience, and market uncertainty in explaining followers’ speed of feature entry," Review of Managerial Science, Springer, vol. 14(6), pages 1221-1249, December.
    17. Pinar Ozcan & Douglas Hannah, 2020. "Social Origins of Great Strategies Advertising Suppliers to Realize Disruptive Social Media Technology," Strategy Science, INFORMS, vol. 5(3), pages 193-217, September.
    18. Yongmin Chen & Tianle Zhang, 2018. "Entry and Welfare in Search Markets," Economic Journal, Royal Economic Society, vol. 128(608), pages 55-80, February.
    19. Rabah Amir, 2005. "Supermodularity and Complementarity in Economics: An Elementary Survey," Southern Economic Journal, John Wiley & Sons, vol. 71(3), pages 636-660, January.
    20. Tobias Kretschmer & Aija Leiponen & Melissa Schilling & Gurneeta Vasudeva, 2022. "Platform ecosystems as meta‐organizations: Implications for platform strategies," Strategic Management Journal, Wiley Blackwell, vol. 43(3), pages 405-424, March.
    21. Koku, P. Sergius & Farha, Allam Abu, 2020. "Other sources of FDIs in Sub-Saharan Africa: The case of Gulf Cooperation Council states," Journal of Business Research, Elsevier, vol. 119(C), pages 619-626.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:13:y:2021:i:6:p:3046-:d:514520. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.