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Title: Testing a Contingency Model of Market Entry: Japanese Penetration into the United States' PC Market

Authors: Jay Rao; Sam Perkins

Addresses: Author address listing can be found in the "About the Authors" section at the end of the article.

Abstract: This paper proposes a contingency model 'The Cycle of Excellence' of how and when to enter a hi-tech assembled products market. Windows of opportunity, due to shifts in the market and technology, open up in every industry at different times of the product life cycle. The model identifies these shifts in the product life cycle and helps firms to target the right market segments and to use the appropriate strategic weapons product excellence, operations excellence, and service excellence to increase the probability of a successful market entry. We then use the Japanese penetration into the US PC market to illustrate the model.

Keywords: Market entry; contingency model; product life cycle; strategic weapons.

DOI: 10.1504/JBM.2004.141116

Journal of Business and Management, 2004 Vol.9 No.4, pp.345 - 371

Published online: 05 Sep 2024 *