IDEAS home Printed from https://ideas.repec.org/a/inm/ormnsc/v32y1986i6p645-659.html
   My bibliography  Save this article

Market Share Rewards to Pioneering Brands: An Empirical Analysis and Strategic Implications

Author

Listed:
  • Glen L. Urban

    (Alfred P. Sloan School of Management, Massachusetts Institute of Technology, Cambridge, Massachusetts 02139)

  • Theresa Carter

    (International Business Machines, Greensboro, North Carolina 27407)

  • Steven Gaskin

    (Information Resources Inc., Waltham, Massachusetts 02254)

  • Zofia Mucha

    (McKinsey & Co., New York, New York 10022)

Abstract

An empirical analysis indicates that the order of entry of a brand into a consumer product category is inversely related to its market share. Market share is modeled as a log linear function of order of entry, time between entries, advertising, and positioning effectiveness. The coefficients of the entry, advertising, and positioning variables are significant in a regression analysis on an initial sample of 82 brands across 24 categories. These findings are confirmed by predictions on 47 not previously analyzed brands in 12 categories. Managerial implications for pioneers and later entrants are identified.

Suggested Citation

  • Glen L. Urban & Theresa Carter & Steven Gaskin & Zofia Mucha, 1986. "Market Share Rewards to Pioneering Brands: An Empirical Analysis and Strategic Implications," Management Science, INFORMS, vol. 32(6), pages 645-659, June.
    • Handle: RePEc:inm:ormnsc:v:32:y:1986:i:6:p:645-659
    DOI: 10.1287/mnsc.32.6.645
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1287/mnsc.32.6.645
    Download Restriction: no
    File URL: https://libkey.io/10.1287/mnsc.32.6.645?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    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:inm:ormnsc:v:32:y:1986:i:6:p:645-659. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: Chris Asher (email available below). General contact details of provider: https://edirc.repec.org/data/inforea.html .

    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.