Revisiting Market-Level Competition: The Perspective from Low-Cost Entrants
In view of the persistently high failure rate of new entrants, this paper proposes a ‘survival-first, profit-second’ market entry strategy for young, de novo low-cost entrants in an industry dominated by higher-cost and higher-quality incumbents. Aimed at minimizing retaliation from incumbents, this...
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| Format: | text |
| Language: | English |
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Institutional Knowledge at Singapore Management University
2012
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| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/3460 |
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| Institution: | Singapore Management University |
| Language: | English |