Market Entry ; Timing

The choice of market-entry timing is one of the major reasons for new product success or failure (Hopkins & Bailey, 1971; Crawford, 1977; Booz, Allen & Hamilton, 1982).

Where products are being developed for new markets or new market segments, should the organisation be a pioneer and take first-mover advantage, or should it be a follower or even a late entrant?

Market entry timing decisions are not so easy to arrive at. The organisation will need to evaluate the many internal and external conditions affecting it before deciding whether to enter a market with a new product (Lieberman and Montgomery, 1991).

The decision to enter a market should be timed to balance the risks of premature entry (entry that is too early) and the issue of missed opportunities (entry that is too late).