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Toward a product proliferation theory of entry barriers

Author

Listed:
  • Avinash Mainkar

    (George Mason University [Fairfax])

  • Michael Lubatkin

    (UCONN - University of Connecticut, EM - EMLyon Business School)

  • William Schulze

    (University of Utah)

Abstract

We draw on industrial-organization economics theory, density-dependent and resource-partitioning theories, and brand-leveraging theories to propose a product-evel theory of market entry. The result is a more fully informed account of the relationship between the firm and its ability to shape its market environment. Our core thesis is that the relationship between product proliferation and new product entry is an inverted U, which itself is moderated by the extent of brand name sharing among incumbent products.

Suggested Citation

  • Avinash Mainkar & Michael Lubatkin & William Schulze, 2006. "Toward a product proliferation theory of entry barriers," Post-Print hal-02276727, HAL.
    • Handle: RePEc:hal:journl:hal-02276727
    DOI: 10.5465/amr.2006.22528171
    as

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