WHO DETERS ENTRY - EVIDENCE ON THE USE OF STRATEGIC ENTRY DETERRENTS
WHO DETERS ENTRY - EVIDENCE ON THE USE OF STRATEGIC ENTRY DETERRENTS
复制标题
DOI：
10.2307/2109496
复制
发表时间：
1992-08-01
影响因子：
8
通讯作者：
SMILEY, R
中科院分区：
文献类型：
--
作者：
BUNCH, DS;SMILEY, R
为了阻止进入新产品市场，公司最常通过广告来建立产品忠诚度，并通过大量广泛的专利抢占市场。填补所有产品的空白，掩盖高利润部门的结果，广告最常用于现有产品。对于新开发的产品，当市场集中、大企业较多且研究密集时，会更频繁地使用战略进入威慑措施。对现有产品的战略进入威慑用于集中的、研究密集型市场，但企业规模没有影响。当不存在其他壁垒时，企业会制定策略来减少进入的阻碍。
To deter entry into new product markets, firms most often use the creation of product loyalty through advertising, and the preemption of markets through numerous and broad patents. Filling all product niches, masking the results for highly profitable divisions, and advertising are used most frequently for existing products. For newly developed products, strategic entry deterrents are used more often when markets are concentrated, populated by large firms, and research intensive. Strategic entry deterrents for existing products are used in concentrated, research intensive markets, but firm size has no effect. Firms develop strategies to deter entry less when no other barriers exist.