Sequential Entry Strategies

Mcgee/Thomas

• 1. Gateway to Entry (Yip 1982)-
  • Unique entry point,- unmet demand
  • Competitive positioning based on asset configuration – dominant
  • New asset configuration – new strategic group “new game”

• 2. Initial Entry Point - Where barriers are lowest e.g. Private label. or New game strategy - risks and rewards are high.

• 3. Mode of Entry - Canon new value chain to get into copiers. Dell went direct to customer.

• 4. Expansion path - Co-specialized assets, creative destruction

See also

• Creative Destruction,
• Co-specialized Assets
• Sharpbender
• Life Cycle Model