Are switching costs really a first- mover advantage?
- Francisco-Jose Molina-Castillo
- Ana Isabel Rodríguez Escudero
- José Luis Munuera Alemán
Editorial: Escuela Superior de Gestión Comercial y Marketing, ESIC
ISBN: 978-84-7356-565-3
Any de publicació: 2008
Pàgines: 38
Congrés: Encuentro de Profesores Universitarios de Marketing (20. 2008. Las Palmas de Gran Canaria)
Tipus: Aportació congrés
Resum
Switching costs are common in a wide variety of business and consumer contexts. In light of the growing importance attributed to the switching costs as an entry barrier to new competitors, this study focuses on analyzing the effect of switching costs on the relationship between the order of entry and the performance of the new product. The initial sampling frame was obtained from a database listing the most innovative Spanish firms in different sectors. 255questionnaires were returned yielding and effective response rate of 21.25%. We will useconfirmatory factorial analysis and path analysis to test the reliability of the multi-item scales and the hypotheses of the proposed model, respectively