标 题：Being a Naive or a Strategic Entrant？
报告人：Yuxin Chen, Kellogg School of Management, Northwestern University
主持人：经济与管理研究院 龚强副教授
时 间：2013年5月24日（星期五）下午13:55-15:30
地 点：柳林校区颐德楼 H505
主办单位：经济与管理研究院 科研处
主讲人简介：
Academic Experience
Polk Brothers Professor in Retailing and Professor of Marketing 2009-
Kellogg School of Management, Northwestern University
Visiting Professor of Marketing 2008-2009
Cheung Kong Graduate School of Business, Beijing, China
Associate Professor of Marketing (with tenure), 2005-2009
Harold MacDowell Faculty Fellow 2007-2009
Leonard N. Stern School of Business, New York University
Abstract: Both through empirical research and laboratory experiments it has been shown that managers are heterogeneous in strategic thinking-i.e., not all the managers can accurately conjecture their competitors’ behavior. In this paper, we adapt Cognitive Hierarchy model to model this heterogeneity among the managers and investigate whether it is more advantageous to be a naive or a strategic entrant when a market is at the very immature stage. We specifically focus on when a market is at the very early stage of its development because as suggested by the extant literature as time passes the markets become more sophisticated and players show more rationality. Our results show that if the future prospects of the market and the entry barriers to the market are high it is more profitable be a naive entrant. The na?ve entrant’s profit advantage over the strategic one has a non-monotonic relationship with the category growth rate and the competitiveness of the market.
