Entry Strategy and Long-Term Performance: Conceptualization and Empirical Examination
研究了产品进入策略（进入时机、投资规模和竞争重点）如何影响长期市场绩效，通过微型计算机软件市场的实证检验发现初始竞争定位和媒体报道是关键驱动因素。
A product entry strategy—the timing of entry, the magnitude of investment at entry, and the area of competitive emphasis at entry—affects long-term performance in the marketplace. The authors develop the Entry Strategy Performance Model (ESPM) and propose an encompassing framework for product entry strategy research. They empirically test a research model derived from the ESPM through an examination and replication in the microcomputer software market. The authors’ significant findings are that initial competitive positioning and media coverage (an atypical market characteristic) drive long-term performance.