Evaluation of Market Entry Strategies of Late Entrant in the Sustainable SCM

摘要

This study evaluates market entry strategies of companies that execute sustainable supply chain management (SSCM). Those companies deal with environmentally and socially friendly goods and deliver the value to consumers. In this study, we assume a situation in which a pioneer company develops a market and another company enters the market as a late entrant, and evaluate strategies of the late entrant company. Four possible strategies are evaluated using agent-based simulation with a hypothetical scenario. From the simulation, findings such as each strategy works differently to market share increase and efficiency of the strategy is different are observed. These findings are useful for late entrants in deciding their market entry strategies.