Market Share Rewards to Pioneering Brands: An Empirical Analysis and Strategic Implications

Glen L. Urban; Theresa Carter; Steven P. Gaskin; Zofia Barabara Mucha

doi:10.1287/mnsc.32.6.645

Abstract

An empirical analysis indicates that the order of entry of a brand into a consumer product category is inversely related to its market share. Market share is modeled as a log linear function of order of entry, time between entries, advertising, and positioning effectiveness. The coefficients of the entry, advertising, and positioning variables are significant in a regression analysis on an initial sample of 82 brands across 24 categories. These findings are confirmed by predictions on 47 not previously analyzed brands in 12 categories. Managerial implications for pioneers and later entrants are identified.

Keywords

Market shareOrder (exchange)Sample (material)MarketingBusinessAdvertisingRegression analysisProduct (mathematics)Empirical researchMarket share analysisProduct categoryEconometricsEconomicsStatisticsMarket microstructureMathematics

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Publication Info

Year: 1986
Type: article
Volume: 32
Issue: 6
Pages: 645-659
Citations: 586
Access: Closed

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APA Style

                            
                                
                                    Glen L. Urban, 
                                
                                    Theresa Carter, 
                                
                                    Steven P. Gaskin
                                
                                et al.
                            
                            (1986). 
                            Market Share Rewards to Pioneering Brands: An Empirical Analysis and Strategic Implications. 
                            Management Science
                            , 32
                            (6)
                            , 645-659.
                            https://doi.org/10.1287/mnsc.32.6.645
                        

Identifiers

DOI: 10.1287/mnsc.32.6.645