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Tathagata GHOSH

1. Impact of Order of Entry on Firm Performance. Comparison between Service and Manufacturing Firms in an Indian Context
Rezumat:Very few researches have been conducted that compare the impact of order of entry on firm performance between service and manufacturing firms in the context of a developing market. Hence the present study compares such a difference by taking into account 44 banks (service firms) and 50 pharmaceutical companies (manufacturing firms) in India. The moderating impacts of firm level variables like firm size and marketing intensity are also considered. By using regression analysis, the findings are drawn which suggest that first mover advantages exist for manufacturing firms but such advantages do no get translated for service firms. Likewise, moderating effects of firm size and marketing intensity are found to exist only for manufacturing firms. Limitations of the study and provisions for future research are also given.
Autor(i):Tathagata GHOSH
Publicat în:Revista Română de Marketing 4/2011 [Volume 6, Issue 4] (octombrie-decembrie)
Cod citare:2816

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