Market entry timing: The impact of complementary capabilities on strategic outcomes

Using data on firm entries into the U.S. market for four product categories, we examine: (1) complementary impact of marketing and R&D capabilities firms’ entry strategies, (i.e., timing, innovativeness, line breadth); (2) extent that timing mediates relationship between marketing-R&D capability complementarity, breadth innovativeness; and, (3) effects three strategies survival in categories. We provide important contributions. First, clarify role influencing other imperatives. Second, by providing evidence both determine duration, propose ‘optimal’ time varies along an entry-timing continuum. Third, a more holistic examination considerations, which reveals indirect complementarity through mediated paths.