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The purpose of this paper is to address how firms adapt their product and geographic diversification as a response to foreign rivals penetrating their domestic market by adopting a behavioral perspective to understand firm-level strategic responses to foreign entry.

The study proposes that strategic responses to foreign entry selected by domestic incumbents have both a framing component and a related, strategic choice component, with the latter including changes in product and geographic market diversification (though other more business strategy-related responses are also possible, e.g. in product pricing and marketing). This study tests a set of hypotheses building on panel data of large US firms.

The study finds, in accordance with our predictions, that domestic incumbents reduce their product and geographic diversification when facing an increase in import penetration. However, when increased market penetration by foreign firms takes the form of FDI rather than imports, the corporate response appears to be an increase in product and geographic diversification, again in line with our predictions.

The study develops a new conceptual framework that is grounded in prospect theory, but builds on recent insights from mainstream international strategic management studies (Bowen and Wiersema, 2005; Wiersema and Bowen, 2008).

The purpose of this paper is to examine how early-stage entrepreneurs' opportunity motivation impacts their choice of market growth strategies as well as the contingent roles of institutional environments and product market conditions in Africa.

The study employs hierarchical linear modeling to test multilevel models with nested data empirically.

The findings show that African early-stage entrepreneurs who are opportunity-driven and from countries with strong institutional environments have a higher tendency to adopt market exploration strategies. African early-stage entrepreneurs from countries with strong product market conditions have a higher tendency to adopt market penetration strategies. Further interaction tests show that both contingency conditions, namely institutional environments and product market conditions, moderate the effects of opportunity motivation on market growth strategies of African early-stage entrepreneurs.

The study shows that policymakers in Africa need to develop flexible, supportive market-related policies based on entrepreneurs' growth paths, institutional environments and product market conditions.

The study is the first to explore multilevel influences on early-stage entrepreneurs' market growth strategies in Africa. It sheds new insights on the entrepreneurial marketing process of early-stage entrepreneurs in Africa.

Uses a large sample survey of businesses to demonstrate that a critical mass threshold exists for their use of business support organization services. This critical mass threshold is very marked for the two organizations examined: British case studies of chambers of commerce and government‐supported business training and advice bodies. Beyond this threshold, managers of chambers of commerce can achieve nonlinear returns to scale, while returns to scale for government‐supported bodies are almost exactly linear. Infers that this results from the very different motives of commercially based chambers and their members, compared to government‐supported bodies, which allow the benefits of service bundling for chambers while managers of government bodies have to deal with multiple discrete programmes offering few synergies. Also examines the effects of external economies of agglomeration and shows that these increase market penetration and hence reduce the catchment sizes necessary to reach critical mass only in the case of the most agglomerated urban and industrial centres.

The purpose of this paper is to identify how fashion and cosmetics e-stores compete and grow to help e-commerce managers set the corresponding marketing strategy. It describes the relevance of customer acquisition and retention to market share as the essential performance metrics.

An empirical generalization approach where patterns in data appearing across studies are described by a mathematical or graphical method is used. To do that, the authors observed real transactional data and the effect of how e-stores benefit from new and returning customers and gain a larger market share. The authors have analysed behavioural data from nearly 124,000 e-commerce customers in two highly popular product categories (fashion and cosmetics) in the size of 10,000,000 euros in sales or more.

Fashion and cosmetics e-stores with more market penetration tend to have a higher market share measured both by the number of total purchases and the number of sales in euro. In other words, market penetration is a solid predictor of market share in all circumstances. Interestingly, no significant difference in loyalty has been observed in relation to market share growth except in the situation where the market partition was excluded from the product category.

The businesses under study derived only from one country and only two product categories were observed. Thus, there is a potential limitation in generalizing the findings to the whole e-commerce market from a geographical and category perspective. The length of the observation period may also play a role as a longer period increases the chance of repeat buying.

E-commerce managers can gain long-term market share growth mainly via higher market penetration (acquisition of new customers) and should avoid misleading overfocus on loyalty tactics (retention of current customers). The study also provides important benchmarks for e-commerce businesses in the fashion and cosmetic categories.

In the market share growth literature, only a handful of studies focus on stores and not on products. Moreover, there is a dominance of fast-moving consumer goods categories. Surprisingly, studies analysing ever-growing e-commerce markets are scarce. Thus, this research is original because it describes, using empirical data, how brands online, at the store level and within the fashion and cosmetics category, grow their market share. It is also one of the few studies that work with real business transactional data.

The study functions as marketing intelligence inputs for the UK Government, the British Council as well as academic marketing planners for constructing their marketing opportunities‐threats audits, it investigates international students’ perception about the UK education and it researches UK performance in the world markets for international education. UK education has been known to be the best in the world. For many years, the UK universities have enjoyed a high reputation and have benefited in accelerating its market penetration worldwide. Unfortunately, this superiority has begun to decline. Other countries are strongly emerging with their quality education. The study shows that UK competitors achieved a remarkable growth of their international students’ enrolment while the UK achieves only a marginal growth with declining market penetration abroad. The findings confirmed the central importance of pricing, product and promotional variables in designing and marketing UK education abroad.

This paper aims to report on data from case studies of development process, and a survey of use patterns over ten years, for 13 highly innovative products. While the paper does not claim concurrent commercialization (CC) as a universal solution, it aims to highlight significant correlates between management best practice, concurrent commercialization and builder use rates for these 13 highly innovative products in the USA residential construction industry.

To study the effect of CC on new‐product adoption rates by installers, the authors assembled data from the National Association of Home Builders' (NAHB) Builders' Practices Survey (BPS) for the years 1996 through 2005. The data collection was executed in three phases. Best practices were collected from literature. Explanatory variables regarding best practice and presence of CC were collected and measured through case studies. The measure of market penetration, based on the concept of innovativeness, was obtained from the BPS survey data.

Data analysis of 13 highly innovative products indicates that CC is consistent with accepted best practice in product development. These products suggest that some organizations might contain 100 percent CC with varying degrees of best practice management ideals, and also include equilibrium.

The extent to which products, with varying CC percentage, are affected by individual steps within CC is a direction for future research. The authors also did not have the ability to look at the entry year for other products strongly rooted in CC; there could be other explanations for a product entering the market strongly.

CC is essentially directed at designing a commercialization process, as opposed to designing a product, which benefits the product development from exposure to all members along the construction supply chain. CC, drawing on concurrent engineering, expands the definition of the market to include all supply‐chain participants, not just the installers and advocates the establishment of a complete supply chain, possible only if every member of the chain foresees net benefits to joining. In strengthening the commercialization process, the product might experience better probability of success.

The paper places reason upon product failure, in the residential construction industry, through further investigation of sound commercialization process.

Wind energy has matured to a level of development at which it is ready to become a generally accepted power generation technology. The aim of this paper is to provide a brief review of the state of the art in the area of electrical machines and power‐electronic systems for high‐power wind energy generation applications. As the first part of this paper, latest market penetration, current technology and advanced electrical machines are addressed.

After a short description of the latest market penetration of wind turbines with various topologies globally by the end of 2010 is provided, current wind power technology, including a variety of fixed‐ and variable‐speed (in particular with doubly‐fed induction generator (DFIG) and permanent magnet synchronous generator (PMSG) supplied with partial‐ and full‐power converters, respectively) wind power generation systems, and modern grid codes, is presented. Finally, four advanced electrical‐machine systems, viz., brushless DFIG, open winding PMSG, dual/multi 3‐phase stator‐winding PMSG and magnetic‐gear outer‐rotor PMSG, are identified with their respective merits and challenges for future high‐power wind energy applications.

For the time being, the gear‐drive DFIG‐based wind turbine is significantly dominating the markets despite its defect caused by mechanical gears, slip rings and brush sets. Meanwhile, direct‐drive synchronous generator, especially utilizing permanent magnets on its rotor, supplied with a full‐capacity power converter has become a more effective solution, particularly in high‐power offshore wind farm applications.

This first part of the paper reviews the latest market penetration of wind turbines with a variety of mature topologies, by summarizing their advantages and disadvantages. Four advanced electrical‐machine systems are selected and identified by distinguishing their respective merits and challenges for future high‐power wind energy applications.

This research paper aims to investigate the effects of gradual deployment of market penetration rates (MPR) of connected vehicles (MPR of CVs) on delay time and fuel consumption.

A real-world origin-destination demand matrix survey was conducted in Boston, MA to identify the number of peak hour passing vehicles in the case study.

The results showed that as the number of CVs (MPR) in the network increases, the total delay time decreases by an average of 14% and the fuel consumption decreases by an average of 56%, respectively, from scenarios 3 to 15 compared to scenario 2.

The first limitation of this study was considering a small network. The considered network shows a small part of the case study.

This study can be a milestone for future research regarding gradual deployment of CVs’ effects on transport networks. Efficient policy(s) may define based on the results of this network for Brockton transport network.

Based on the post-acceptance model of information system continuance (PAMISC), this study investigates the influence of the early-stage users' personal traits (specifically personal innovativeness and technology anxiety) and ex-post instrumentality perceptions (specifically price value, hedonic motivation, compatibility and perceived security) on social diffusion of smart technologies measured by the intention to recommend artificial intelligence-based voice assistant systems (AIVAS) to others.

Survey data from 400 US AIVAS users were collected and analyzed with Statistical Product and Service Solutions (SPSS) 18.0 and the partial least square technique using advanced analysis of composites (ADANCO) 2.1.

AIVAS technology is presently at the early stage of market penetration (about 25% of market penetration in the USA). A survey of AIVAS technology users reveals that personal innovativeness is directly and indirectly (through confirmation and continuance) associated with a stronger intention to recommend the use of the device to others. Confirmation is associated with all four ex-post instrumentality perceptions (hedonic motivation, compatibility, price value and perceived security). Among the four, however, only hedonic motivation and compatibility are significant predictors of satisfaction, which lead to use continuance and, eventually, intention to recommend. Finally, technology anxiety is found to be indirectly (but not directly) associated with a lower intention to recommend.

This is the first study conducted on the early-stage AIVAS users that evaluates the influence of both personal traits and ex-post instrumentality perceptions on users' intention for continuance and recommendation to others.

The purpose of this paper is to model and test the dynamics of home-regional and global penetration by multi-national enterprises (MNEs).

Drawing on international business (IB) theory, the authors model MNEs adjusting their home-regional and global market presence over time. The authors test the resulting hypotheses using sales data from a sample of 220 of the world’s largest MNEs over the period 1995-2005. The authors focus specifically on the relationship between levels of market penetration inside and outside the home region and rates of change in each domain.

The authors demonstrate that MNEs do penetrate both home-regional and global markets, often simultaneously, and that penetration levels often oscillate within an MNE over time. The authors show firms’ rates of regional and global expansion to be affected by their existing regional and global penetration, as well as their interplay. Finally, the authors identify differences in the steady states at which firms stabilize their penetration levels in the home-regional and the global space. The findings broadly confirm the MNE as an interdependent portfolio with important regional demarcations.

The authors identify complex interdependencies between home-regional and global penetration and growth, paving the way for further studies of the impact of regions on MNE expansion.