HOW LONG SHOULD “FOLLOWERS ” DELAY MARKET ENTRY? In this article, we theorize on the decision by followers to delay market entry in order to optimize performance. Using a decision-theoretic approach, we offer three entry timing prescriptions for followers ’ based upon the characteristics of their complementary assets (relative to pioneers) and the environment being entered. That is, we model how followers ’ optimal delay of market entry can be diminished or augmented based on the complementarity or substitutability of their relative amounts of complementary assets and the relatedness of those assets. Our findings can serve as guidelines for empirical research to probe whether followers ’ market entry should be delayed or expedited
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