Joshi, Yogesh V.; Reibstein, David J.; Zhang, Z. John - In: Management Science 55 (2009) 6, pp. 926-939
Firms routinely face the challenging decision of whether to enter a new market where a firm's strong presence in an existing market has a positive influence (the leverage effect) on product adoption in the new market, but the reciprocal social influence on the existing market is negative (the...