Toward a Product-Proliferation Theory of Entry Barriers
结合产业组织经济学、密度依赖与资源分割理论以及品牌杠杆理论，提出产品层面的市场进入理论，核心论点是产品扩散与新进入产品的关系呈倒U型，且受现有产品品牌共享程度调节。
We draw on industrial-organization economics theory, density-dependent and resource-partitioning theories, and brand-leveraging theories to propose a product-level theory of market entry. The result is a more fully informed account of the relationship between the firm and its ability to shape its market environment. Our core thesis is that the relationship between product proliferation and new product entry is an inverted U, which itself is moderated by the extent of brand name sharing among incumbent products.