Online market entry: the motivations for imitation across retailer types
Loading...
Date
2014
Authors
Bhatnagar, Amit
Nikolaeva, Ralitza
Ghose, Sanjoy
Journal Title
Journal ISSN
Volume Title
Publisher
Managerial and Decision Economics
Abstract
This study examines the motivations for imitation in retailers’ online channel entry. Extant literature suggests that legitimacy and efficiency are the primary motivators for firms to imitate. We develop hypotheses which center on the belief that not all firm types would use the same motivator for deciding to imitate and enter the online market;
legitimacy would be the driving force for some retailer types while efficiency would be the motivator for others. We test our hypotheses on a unique data collected from multiple sources. Our findings confirm that the motivators for imitation vary across retailer types.
Bhatnagar, Amit and Nikolaeva, Ralitza and Ghose, Sanjoy, Online Market Entry: The Motivations for Imitation Across Retailer Types (November 2014). Managerial and Decision Economics, Forthcoming. Available at SSRN: http://ssrn.com/abstract=2522084
Description
Keywords
Imitative Behavior, online retailing, legitimacy, efficiency, channel entry, Research Subject Categories::SOCIAL SCIENCES::Business and economics