Timing of Entry

10 important questions on Timing of Entry

What are the 4 first-mover advantages?

- brand loyalty and leadership
- Preemption of Scarce assets (key locations, government permits, access to distribution channels)
- Exploiting buyer switching costs
- Reaping increasing returns advantages

In which three categories are the entrants divided?

- First movers/pioneers
- Early followers/early leaders
- Late entrants

What is the advantage when you are a technology leader as first mover?

Being a technology leader can yield sustained monopoly rents. Even if the technology characteristics are imitable, the first mover has aan opportunity to build brand loyalty before the entry of other competitors.
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What is the meaning of monopoly rents?

The additional returns (either higher revenues or lower costs) a firm can make from being a monopolist, such as the ability to set high prices, or the ability to lower costs through greater bargaining power over suppliers

What is the meaning of incumbent inertia?

The tendency for incumbents (responsible) to be slow to respond to changes in the industry environment due to their large size, established routines, or prior strategic commitments to existing suppliers and customers.

Uncertainty of customer requirements can be a advantage as well, why?

First movers have an opportunity to shape customer preferences by establishing the precedent for product design in the newly emerging market and by investing in cus- tomer education.

What are factors which influence optimal timing of entry?

1. How certain are customer preferences?
2. How much improvement does the innovation provide over previous solutions?
3. Does the innovation require enabling technologies, and are these technologies sufficiently mature?
4. Do complementary goods influence the value of the innovation, and are they sufficiently available?
5. How high is the threat of competitive entry?
6. Is the industry likely to experience increasing returns to adoption?
7. Can the firm withstand early losses?
8. Does the firm have resources to accelerate market acceptance?
9. Is the firm's reputation likely to reduce the uncertainty of customers, suppliers and distributors?

Why does a firm need fast-cycle development processes?

If a firm has very fast cycle development processes, the firm not only has a better chance at being an early entrant, but it can also use experience gained through customers’ reactions to its technology to quickly introduce a refined version of its tech- nology that achieves a closer fit with customer requirements.
In essence, a firm with very fast development deployment processes should be able to take advantage of both first- and second-mover advantages.

What is the biggest disadvantage of many first movers?

Uncertainty over customer requirements. A firm may have to withstand significant losses before customer preferences become more certain.

When does a firm has the most options when it comes to timing?

When having fast-cycle development processes. Not only does a fast-cycle have an advantage in introducing innovations earlier, but it also can be its own fast follower by quickly introducing refined versions of its own technology.

The question on the page originate from the summary of the following study material:

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