Barriers to Entry and Market Entry Decisions in Consumer and Industrial Goods Markets
研究了137位高管在49家美国大企业中的市场进入决策，发现六种进入壁垒（如成本优势、产品差异化）均被考虑，其中在位者成本优势最重要，且壁垒重要性在消费品与工业品市场间存在差异。
The authors test six market entry barriers in consumer and industrial markets: cost advantages of incumbents, product differentiation of incumbents, capital requirements, customer switching costs, access to distribution channels, and government policy. They model market entry decisions of 137 executives in 49 major U.S. corporations with a decision-making instrument consisting of 32 market entry opportunities. Each respondent's decisions are modeled by regression analysis. The differences in the importance of the six market entry barriers for early and late entry in consumer and industrial goods markets are investigated. The results indicate that marketing executives consider all six barriers in making market entry decisions. The cost advantages of incumbents are considered to be the most important of the market entry barriers. Major differences also are discovered among the other five barriers. Furthermore, the importance of the barriers differs between consumer and industrial goods markets.