The introduction of really new products creates many dilemmas for managers. Initially, they must develop a launch strategy in the face of great uncertainty about the product's potential. After launch, they need guidance about whether to pull the plug on a new product with lackluster sales (prior...

Several studies have demonstrated an order-of-entry effect on market share, suggesting that pioneers outperform later entrants. However, other research has pointed out the limitations of these studies and found evidence that many pioneers fail or have low market share. Given this background, the...