Novedad, calidad, velocidad y orden de entrada en el mercado. Sinergias y "trade-offs" en el lanzamiento de nuevos productos

Zusammenfassung

There exists considerable evidence for the positive effect of order of market entry on innovation performance. Interestingly, in explaining the positive effect of order of market entry researchers often bring up the degree of newness and quality of the new entry rather than the fact that the new product was first to market. Furthermore, there is some misunderstanding in the literature concerning order of market entry and innovation speed which leads to an erroneous common belief that being a market pioneer is synonymous with having a fast development process. Against this backdrop, the current study examines the direct and interaction effects between order of market entry, newness, product quality and innovation speed. Empirical findings indicate that entering the market early positively influence the success of a new product, although this effect is contingent on the degree of product newness and product quality. It is also observed that having a faster new product development is more advantageous for fast followers than for firstto- market or late entrants.