| This paper seeks to examine whether delayed entry by a major brand can upset a well-entrenched incumbent in an established international market. The case method is used to illustrate a firm's ability to leverage latecomer strategies of free rider effects, inertia forces and enhanced information in the largely tea-drinking culture of a young café market of India. Moreover, the paper contributes to latecomer strategy research by examining the role of the intangible asset of brand equity and reputation in a purposeful follower entry position. . |
Updated 03/19/2014