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ENTRADAS E BANDEIRAS: ESTRATÉGIA DE INTERIORIZAÇÃO DAS CADEIAS DE FAST-FOOD

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Author(s): Rodrigo Menon Simões Moita | Alexandre Guerra

Journal: RAE : Revista de Administração de Empresas
ISSN 0034-7590

Volume: 52;
Issue: 1;
Start page: 85;
Date: 2012;
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Keywords: Entry models | fast food chains | me-too strategy | industrial organization | competitive strategy

ABSTRACT
The present study analyses the strategy of fast food industry firms to enter new markets. We investigate the attributes of cities that attract firms in this industry, and how firms from different chains interact with regard to their entry decisions. We found that firms adopt a me-too strategy: once a firm has entered an unexplored market, the others tend to also enter this market. The hypothesis of this paper is that there is some uncertainty regarding a certain market’s potential, and the entry of one firm signals to others that this potential is high. Gains from discovering and entering a new, high-potential market fade quickly with the entry of the following firms, which gives a temporary advantage to the pioneer firm.
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