The Effects of Competition in Short Product Life-Cycle Markets: The Case of Motion Pictures

This study explores the effects of four types of competitive threats on the market performance of short product life‐cycle products

Roger J. Calantone

2010

Key concepts

Scholarcy highlights

  • It is critically important to understand the relationship between new product launch strategies and their interaction with the competitive environment, which results in the successful introduction of new products
  • Little extant research has focused on the interaction of product launch timing and the competitive market environment
  • This study explores the effects of four types of competitive threats on the market performance of short product life‐cycle products
  • Rodríguez-Escudero, Speed or quality? How the order of market entry influences the relationship between market orientation and new product performance, International Journal of Research in Marketing, 10.1016/j.ijresmar.2011.02.001, 28, 2,,
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