European Business Schools Librarian's Group

Les Cahiers de Recherche,
HEC Paris

No 805: Innovation, new market and governance choices of entry : the internet brokerage market case

Bertrand V. QUELIN () and Valérie CLAUDE-GAUDILLAT ()
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Valérie CLAUDE-GAUDILLAT: CERAM, Postal: Sophia Antipolis (France)

Abstract: This paper investigates the case of market entry strategies following the introduction of a disruptive innovation. Recognizing that market entry strategies have been envisioned in the literature as a discrete phenomenon, we develop an empirical framework that portrays these strategies as a capability building process. These organizational modes are integrated into our model : acquisition, alliance, and market transaction. We compare the first two with the third one and we test our model in the setting of the online brokerage industry by using a sample of 897 moves made by 98 firms over a seven-year period (1994 to 2000). We built this dataset by collecting secondary data.By suggesting that the entry into a new industry is not a discrete phenomenon, our research should lead the path to additional research on this topic.

Keywords: innovation; market entry; capabilities; firm's boundaries

JEL-codes: L22; L86; M10

19 pages, December 1, 2004

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