Overcoming late entry: The importance of entry position, inferences and market leadership

Dean C H Wilkie, Lester Johnson, Lesley White

Research output: Contribution to journalArticle

3 Citations (Scopus)
7 Downloads (Pure)


There are two key unresolved questions that need to be addressed in order to understand the challenge of a late entry. Do late entrants that achieve market share leadership actually incur a market share penalty associated with their entry position? Is their specific entry position a contributing factor or irrelevant to their success? To address these questions, this article uses a consumer scanner data-set containing 360 late entrants, 38 of which achieved market share leadership, to inform a regression analysis examining late entrant performance. As a result of our investigation exploring how late entrants can use marketing mix instruments to challenge incumbents, we propose that although late entry generally leads to a market share disadvantage, several opportunities remain for late entrants to excel.
Original languageEnglish
Pages (from-to)409-429
Number of pages21
JournalJournal of Marketing Management
Issue number3-4
Publication statusPublished - Feb 2015

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