Hold 'em and fold 'em

July 2007
Marketing Management;Jul/Aug2007, Vol. 16 Issue 4, p7
This article discusses a report published by the Institute for the Study of Business Markets titled, "It's Curtains for You: Firm Exit from an Emerging High-Technology Product Market," by Rajdeep Grewal and Raji Srinivasan. The report examines how companies in high-risk emerging product markets manage themselves when rivals enter the marketplace and the competitive bar is raised. Companies that find themselves in this position are faced with the choices of either continuing to invest in the market or developing an exit strategy. They found that small companies were more likely to exit the market if larger competitors arrived and that older companies were more likely to stay put.


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