| Abstract: | Conventional wisdom suggests that market structure is a determinant of marketing strategy; however, in the case of market pioneers, no market structure exists prior to product introduction. William Redmond examines strategy influences on market structure by assessing the effects of pioneer firms' initial price strategies (penetration pricing versus skim pricing) on the development of subsequent market concentration during the growth stage of the product life cycle. The article describes the analysis of longitudinal data, leading to the detection of significant differences in the evolution of concentration resulting from the different price strategies. Markets pioneered by skim pricers tended to have lower levels of concentration during the growth stage but rose to levels comparable to penetration markets by the onset of market maturity. |
