Understanding the timing of ‘fast-second’ entry and the relevance of capabilities in invention vs. commercialization

This paper analyzes the way a firm can control its entry timing after missing the opportunity to pioneer an emerging market. The findings, based on a panel of 224 potential entrants, reveal that alignment with invention and commercialization capabilities of early entrants has positive effects on the timing of ‘fast-second’ entry. When comparing invention and commercialization capabilities, the latter dominate. In addition, subsequent alignment as the market develops, as opposed to initial alignment at the beginning of market emergence, is associated with the reconfiguration of capabilities and is the more important determinant of entry timing.