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NOVEDAD, CALIDAD, VELOCIDAD Y ORDEN DE ENTRADA EN EL MERCADO. SINERGIAS Y TRADE-OFFS EN EL LANZAMIENTO DE NUEVOS PRODUCTOS*
NEWNESS, QUALITY, SPEED AND ORDER OF MARKET ENTRY: SYNERGIES AND TRADE-OFFS IN NEW PRODUCTS LAUNCH
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Javier Rodríguez Pinto1, Pilar Carbonell, Carmen Antón Martín
UNIVERSIDAD DEVALLADOLID
Received 03 June 2012. Accepted 01 April 2013
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RESUMEN

Numerosos trabajos analizan el orden de entrada como determinante del resultado de una innovación y, en general, destacan el efecto positivo de entrar pronto en el mercado. Sin embargo, muchos argumentos para justificar este efecto aluden a otros factores de éxito como la calidad o la novedad del producto y también se aprecia en la literatura cierta confusión entre orden de entrada y velocidad de desarrollo que lleva a asumir que ser pionero en el lanzamiento de un nuevo producto es sinónimo de haber tenido un proceso de desarrollo rápido. La presente investigación desgrana los efectos de estas variables y examina las interacciones entre orden de entrada, por un lado, y novedad, calidad y velocidad, por otro. Los resultados empíricos del estudio apuntan que la entrada temprana influye positivamente en el éxito de un nuevo producto, pero este efecto queda condicionado por su grado de novedad y su calidad. Se aprecia asimismo que un desarrollo más rápido que la competencia es particularmente beneficioso para las empresas que entran en posiciones intermedias en el mercado.

Palabras clave:
Orden de entrada
interacciones
resultados del nuevo producto
ABSTRACT

There exists considerable evidence for the positive effect of order of market entry on innovation performance. Interestingly, in explaining the positive effect of order of market entry, researchers often bring up the degree of newness and quality of the new entry rather than the fact that the new product was first to market. Furthermore, there is some misunderstanding in the literature concerning order of market entry and innovation speed which leads to an erroneous common belief that being a market pioneer is synonymous with having a fast development process. Against this backdrop, the current study examines the direct and interaction effects between order of market entry, newness, product quality and innovation speed. Empirical findings indicate that entering the market early positively influence the success of a new product, although this effect is contingent on the degree of product newness and product quality. It is also observed that having a faster new product development is more advantageous for fast followers than for first-to-market or late entrants.

Keywords:
Order of market entry
interactions
new product performance
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Los autores desean reconocer el apoyo financiero de la Dirección Dirección General de Investigación y Gestión del Plan Nacional de I+D+i – Ministerio de Ciencia e Innovación (proyecto n° ECO2010-21546/ECON) y de la Agencia Regional de Ciencia y Tecnología de la Región de Murcia – Fundación Séneca (proyecto n° 08663/PHCS/08). Asimismo desean dar las gracias a la profesora Ana Isabel Rodríguez Escudero por sus comentarios sobre versiones previas de este artículo y que, sin duda, han ayudado a mejorar esta investigación.

Autor de contacto: Dpto. de Organización de Empresas y Comercialización e Investigación de Mercados. Facultad de Ciencias Económicas y Empresariales. Universidad de Valladolid. Avda. Valle Esgueva, n° 6. 47011 Valladolid.

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