Market share pioneering advantage: a theoretical approach

Article Abstract:

A firm's success depends largely on its ability to produce innovative services or products, and firms that create truly innovative new services or products creating new markets or industries are referred to as pioneers. A model of an industry in which a pioneer accumulates capital for a significant amount of time before a new competitor enters the market was constructed to analyze the effect of the order of entry on the market share position of both the pioneer and the competitor. Research results reveal that market share is not dependent on the offer of entry or the period in which the pioneer enjoyed a monopoly. Advantages in goodwill, price, brand loyalty, and lower costs of production and advertising enjoyed by the pioneer dissipate over time and do not affect final market share, nor does the time it took the competitor to overcome them.

Analysis, Competition (Economics), Management research, Market share, Monopolistic competition

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An approach for determining optimal product sampling for the diffusion of a new product

Article Abstract:

Product sampling plays a major role in increasing a product's chances of attracting customers. However, companies need to know the optimal number of samples needed in product sampling campaigns to ensure cost-effectiveness and product penetration effectiveness. A model to determine the optimal sampling numbers was developed, which takes into consideration market potentials, discount rate, gross margin and coefficients of innovation and imitation.

Samples (Merchandising), Samples (Products), Test marketing

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Introduction strategy for new products with positive and negative word-of-mouth

Article Abstract:

Word-of-mouth communications can promote new product sales; this concept is illustrated using new diffusion models. For some innovations, the word-of-mouth promotion cannot be guaranteed, since personal communications can be favorable, unfavorable, or indifferent. The article examines a product diffusion model whereby negative information is of major concern with regard to the film "Gandhi," when shown in the Dallas area.

Methods, Management science, Product management, Marketing management, Product development, Organizational research, Product life cycle, Gandhi (Motion picture)

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