RT info:eu-repo/semantics/article
T1 How market entry order mediates the influence of firm resources on new product performance
A1 Rodríguez Pinto, Javier
A1 Rodríguez Escudero, Ana Isabel
A1 Gutiérrez Cillán, Jesús
K1 Market entry order
K1 Firm resources
K1 New product performance
K1 Mediation
AB Building from the resource-based view of the firm and the first-mover advantage literature, this paper suggests that the entry order in a new product-market affects how the firm’s resources and capabilities influence the product’s performance. This proposal is tested on a sample of 136 product launches by Spanish manufacturing firms. The empirical analysis reveals that firms with superior managerial and R&D resources achieve superior new product performance when an early-entry strategy is adopted, Manufacturing resources also contribute positively to the success of new products, but this effect is weakened by the difficulties and inconveniences that firms with advantages in operations face when they attempt to pioneer a new market. The results regarding the influence of marketing resources on new product performance are not conclusive.
PB Elsevier
SN 0923-4748
YR 2012
FD 2012
LK https://uvadoc.uva.es/handle/10324/75426
UL https://uvadoc.uva.es/handle/10324/75426
LA spa
NO Journal of Engineering and Technology Management, April–June 2012, Volume 29, Issue 2, pages 241-264
NO Producción Científica
DS UVaDOC
RD 23-abr-2025