Thứ tự và quy mô thâm nhập thị trường, tài nguyên doanh nghiệp, và hiệu suất

Emerald - Tập 41 Số 5/6 - Trang 590-607 - 2007
Javier Rodríguez‐Pinto1, Jesús Gutiérrez‐Cillán1, Ana I. Rodríguez‐Escudero1
1University of Valladolid, Valladolid, Spain

Tóm tắt

Mục đíchBài báo này nhằm xem xét liệu thứ tự và quy mô thâm nhập thị trường có ảnh hưởng đến hiệu suất thị trường và tài chính của sản phẩm mới hay không, và cách mà các nguồn lực marketing và R&D củng cố hoặc làm yếu đi những ảnh hưởng này.Phương pháp thiết kế/nghiên cứuThông qua một khảo sát qua bưu điện, dữ liệu đã được thu thập từ một mẫu gồm 136 lần ra mắt sản phẩm của các công ty sản xuất Tây Ban Nha. Phân tích hồi quy phân cấp điều chỉnh đã cho phép đánh giá tính liên quan của thứ tự và quy mô cũng như sự tương tác của chúng với các nguồn lực marketing và R&D để giải thích vị trí cạnh tranh của một sản phẩm. Hơn nữa, một phân tích trung gian giúp chúng tôi xác định liệu chiến lược thâm nhập thị trường (một cách gián tiếp) có ảnh hưởng đến hiệu suất tài chính hay không.

Từ khóa

#thứ tự thâm nhập thị trường #quy mô thâm nhập thị trường #hiệu suất tài chính #tài nguyên doanh nghiệp #chiến lược marketing

Tài liệu tham khảo

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