TIMING—THE KEY TO MARKET ENTRY

Increasing rates of change in technologies, markets, and other environmental factors make time a valued resource in marketing decisions. When decisions are made and implemented requires explicit managerial attention. Increased pressures on managers to develop profitable streams of new products make new product entry one of the more important marketing decisions affected by timing—especially in a rapidly changing environment. To improve the management of this decision, time‐based competitive entry strategies are considered, along with an approach for making the timing decision. The approach is based on a case study. Implementation aspects of the market entry timing decision are also considered.