Date of Award
Doctor of Philosophy
Despite the prevalence of nonpioneers in most product-markets and their market share success in many, empirical studies on timing of market entry and market share performance have focused largely on market pioneers. However, there is reason to suspect that the findings for market pioneers will not be equally valid for nonpioneers because of the systematic differences in their sets of skills and resources.;This study began by postulating that successful market share strategies are different for market pioneers and nonpioneers. It proposed to test relevant variables hypothesized to affect the market share performance of nonpioneers: (1) timing of market entry; (2) marketing strategies employed by nonpioneers; (3) product-market relatedness between nonpioneers and their parent; and, (4) market conditions likely to moderate the association between nonpioneers' marketing strategies and market share performance.;A causal model with latent variables/multiple indicators was used. The model was tested empirically across 1,195 different nonpioneering manufacturing businesses in the PIMS data base. The model's parameters were estimated with LISREL7.;Sixteen out of the twenty one research hypotheses investigated were supported. This study confirmed that successful marketing strategies of nonpioneers were indeed different from those of market pioneers. Relative distribution advantage which was not as significant in the study on market pioneers turned out to be the most important variable that affects market share performance directly. The use of causal modeling and LISREL7 provided insights into not only the direct effects of variables but their indirect effects as well. Finally, the study also supported the hypothesis that the effectiveness of marketing strategies varies with the stages of product life cycle.;This study makes some contributions to marketing practice by providing insights for nonpioneering businesses whose important goals include market share performance. The findings suggest how nonpioneers achieve superior market share--even market share leadership. For marketing theory, it provides a better understanding of the relative importance of the variables investigated in this study in affecting the market share performance of nonpioneers as well as the causal-linkages among the marketing strategy variables.
Satyagraha, Hadi, "Nonpioneering Strategy And Market Share Performance" (1991). Digitized Theses. 2025.