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http://dx.doi.org/10.5762/KAIS.2020.21.9.210

A Study on Definition and Types of Market Entry Mode of Multiple Generation Technology: Entry Mode Cases of Semiconductor and Smartphone Market  

Park, Changhyun (Department of Management of Technology, Sungkyunkwan University)
Publication Information
Journal of the Korea Academia-Industrial cooperation Society / v.21, no.9, 2020 , pp. 210-217 More about this Journal
Abstract
Since multiple generation technology can have various entry modes by adjusting performance, price, and entry timing, understanding of market entry mode of multiple generation technology is important. This study defined the concept of market entry mode based on multiple dimensions (technology, time, performance, or price) and developed a model for various types of market entry modes. Based on a literature review, the definition and types of market entry mode were provided, and the accuracy of the model was verified based on a case study on the semiconductor and smartphone market. Six market entry modes of multiple generation technology were modeled as moderate performance and early entry, high performance and early entry, low performance and early entry, moderate performance and late entry, high performance and late entry, and low performance and late entry. This study will be useful to understand the market entry mode of multiple generation technology by defining and developing a model for entry mode and can be applied to other markets in addition to multiple generation technology.
Keywords
Market Entry Mode; Multiple Generations; Definition; Type; Semiconductor; Smartphone;
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Times Cited By KSCI : 2  (Citation Analysis)
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