Selecting a target segment: market structure and new venture entry strategies

Li, Jiatao; Liu, Weiping

doi:10.1108/md-05-2012-0315

Cited by 3 publications

(3 citation statements)

References 47 publications

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“…Most resources and capabilities are conceived as antecedents or mediators to organizational performance (Barbero et al , 2011). The frequent consideration of market entry behaviors (Li and Liu, 2013), first-mover activities (Michael, 2003) and innovation management (Schubert, 2010) make this cluster highly relevant to current EM research.…”

Section: Resultsmentioning

confidence: 99%

Bridging past and present entrepreneurial marketing research

Most

Conejo

Cunningham

2018

JRME

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Purpose Literature in entrepreneurial marketing (EM) continues to grow in volume and diversity. This paper aims to examine the topical structure of EM’s literature toward guiding research in the field. Design/methodology/approach A four-phase bibliometric research design is implemented, encompassing co-citation and bibliographic-coupling analyses, network analysis, factor analysis and correspondence analysis. Findings In total, 14 EM literature clusters, comprising 7 topical meta-clusters, are mapped and discussed: the 7 clusters are resources and capabilities, entrepreneurial orientation (EO), measurement, EO/marketing orientation (MO) integration, MO, international entrepreneurship and social entrepreneurship. Originality/value These topical streams confirm, refine and extend prior bibliometric studies. A more comprehensive, extensive and reliable picture of EM’s literature is provided, the result of using over twice as many references as prior studies and peer-reviewed journals only. Results will help guide EM research, contributing toward the field’s empirical/theoretical development.

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Section: Resultsmentioning

confidence: 99%

Bridging past and present entrepreneurial marketing research

Most

Conejo

Cunningham

2018

JRME

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“…One contextual factor that has been considered in the literature is the efficiency of the goods market (Li and Liu, 2013;Tracey and Phillips, 2011). Countries with efficient goods markets are well positioned to produce the right mix of products and services, given their particular supply-and-demand conditions, and to ensure that these goods can be most effectively traded in the economy, both domestic and foreign (WEF, 2016).…”

Section: The Influence Of National-level Factorsmentioning

confidence: 99%

University spin-offs creation in the Latin American region

Montiel-Campos

2018

JEEE

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Purpose This paper aims to empirically explore the influence that different factors have on the creation of university spin-offs. Design/methodology/approach This is an exploratory study that uses a multilevel design. The study follows a purposive sampling method where data are gathered from a variety of sources. The hypotheses are tested with a sample of 52 universities from the Latin American region using multiple hierarchical regression analysis. Findings The results indicate that entrepreneurial orientation, incubators or entrepreneurship support programs and goods market efficiency are the factors that positively influence the creation of university spin-offs. Research limitations/implications The results of this study should be observed in light of some limitations. The sample size is an important factor, as a bigger sample could allow for examination of cross-institutional variation in the context of different countries. In addition, the lack of records or public databases makes it difficult to incorporate more information on spin-offs creation, including features or firm performance. Originality/value This study is the first to empirically explore the university spin-offs creation phenomenon in the Latin American region. Hence, it contributes to university entrepreneurship literature, specifically to better understand this phenomenon from a more holistic perspective across different levels of analysis at the same time that it incorporates previous proposals to explain entrepreneurial orientation at universities.

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“…Decisions to enter foreign markets are risky and have long-term impacts on a firm's performance (Lieberman and Montgomery 2013; Zachary et al 2014). An understanding of the drivers of market growth and their variability across countries brings significant managerial benefits for international market selection, including better allocation of resources to manufacturing, distribution, pricing, and inventory management (Islam and Meade 2018).…”

mentioning

confidence: 99%

Timing Market Entry: The Mediation Effect of Market Potential

Islam

Meade

Sood

2021

Journal of International Marketing

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Timing a multinational firm’s entry into a new country is a pivotal decision with long-term impact on the firm’s overall performance, thus a deeper understanding of the drivers of the decision and their interrelationship can yield significant managerial benefits. We explore the mediating role of market potential by decomposing the total effects of the decision’s main drivers—macro-economic attractiveness, market concentration, social heterogeneity, population density—into direct and indirect effects. These decompositions explain the countervailing effects of some drivers that simultaneously make both positive and negative impacts. Our dataset encompasses mobile 4G broadband penetration in 130 countries, including market entry timings for 28 international operators in 79 countries. We establish the nature of the mediation effect of market potential on the drivers of entry timing. Using early penetration data, we utilize growth mixture modeling to divide the countries into four latent segments. We validate this segmentation using machine learning with the four key drivers as classifiers; the process establishes macro-economic attractiveness as the predominant classifier. Our analysis offers entry-timing guidance at both pre- and post-launch stages.

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Selecting a target segment: market structure and new venture entry strategies

Cited by 3 publications

References 47 publications

Bridging past and present entrepreneurial marketing research

Bridging past and present entrepreneurial marketing research

University spin-offs creation in the Latin American region

Timing Market Entry: The Mediation Effect of Market Potential

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