Optimal marketing strategies for competing new ventures in a nascent industry
by John N. Angelis, Moren Levesque
International Journal of Entrepreneurship and Innovation Management (IJEIM), Vol. 11, No. 1, 2010

Abstract: Just as their established counterparts do, new ventures that pioneer nascent industries strive to increase profit by acquiring the sales of rival new ventures. However, these new ventures can also grow by attracting unrealised sales to their nascent industry. This article investigates the resulting trade-off in marketing expenditures when new ventures compete. Extensive numerical analysis on a multi-period framework suggests that an increase in a new venture's unit profit margin, effectiveness in gaining new sales or initial sales level, but a decrease in sales decay, may cause a positive spill-over for its rival. The numerical analysis also indicates when a new venture should target its rival's sales rather than focusing on growth through unrealised sales. This research thus provides guidance to new ventures searching for a marketing balance between growing their industry and competing on market share.

Online publication date: Wed, 02-Dec-2009

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