Market entry timing and performance: Customer reviews are revealing

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Deciding when to enter new markets is becoming increasingly more difficult for companies. Managers can determine appropriate strategic approaches by focusing on product-level analysis and identifying factors that impact on the suitability of different entry points and subsequent performance.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2021), "Market entry timing and performance: Customer reviews are revealing", Strategic Direction, Vol. 37 No. 3, pp. 15-17. https://doi.org/10.1108/SD-12-2020-0219