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...
Saved in:
| Main Author: | |
|---|---|
| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
2012
|
| Subjects: | |
| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/3460 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | Singapore Management University |
| Language: | English |
| Summary: | 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 strategy advises low-cost entrants to aim at customers not already served by the incumbents, and to adopt Cournot-type behavior when encountering fellow low-cost competitors. Several hypotheses developed from a formal model were tested using data from the intra-European airline industry, and were broadly supported. Contrary to intuition, the presence of many high-quality incumbents significantly reduced the profit for low-cost entrants, as witnessed by the increased the probability of market exit by a focal low-cost entrant. |
|---|