Perfect timing? Dominant category, dominant design, and the window of opportunity for firm entry
Article first published online: 6 FEB 2014
© 2013 The Authors. Strategic Management Journal published by John Wiley & Sons Ltd.
This is an open access article under the terms of the Creative Commons Attribution-NonCommercial-NoDerivs License, which permits use and distribution in any medium, provided the original work is properly cited, the use is non-commercial and no modifications or adaptations are made.
Strategic Management Journal
Volume 36, Issue 3, pages 437–448, March 2015
How to Cite
Suarez, F. F., Grodal, S. and Gotsopoulos, A. (2015), Perfect timing? Dominant category, dominant design, and the window of opportunity for firm entry. Strat. Mgmt. J., 36: 437–448. doi: 10.1002/smj.2225
- Issue published online: 23 JAN 2015
- Article first published online: 6 FEB 2014
- Accepted manuscript online: 26 DEC 2013 10:17AM EST
- Manuscript Accepted: 23 AUG 2013
- Manuscript Revised: 15 AUG 2013
- Manuscript Received: 16 JAN 2012
- entry-timing advantages;
- first-mover advantage;
- industry life cycle;
- dominant design
The optimal time to enter emerging industries is a key concern in strategy, yet scholars struggle to create a theoretical foundation that can integrate conflicting empirical findings. We incorporate categorical dynamics to industry life cycle theory to enhance existing entry timing theories. We introduce the concept of a dominant category—the conceptual schema that most stakeholders adhere to when referring to products that address similar needs and compete for the same market space—linking it to the dominant technological design and entry-timing advantages. In particular, we propose the existence of a window of opportunity for firm entry that starts with the emergence of the dominant category and ends with the emergence of the dominant design. © 2013 The Authors. Strategic Management Journal published by John Wiley & Sons Ltd.