Reevaluating the Theoretical Reasoning Regarding Market-Entry Position from a Service-Dominant Logic Perspective

Research on order of entry has been primarily evaluated from a good-dominant perspective. With the increasing acceptance and emphasis placed on the service-dominant logic, it is necessary to evaluate if the order-of-entry assumptions that were made previously should continue. In response to this important issue, this research evaluates how the type of resource (operant versus operand) that dominates the competitive environment might alter the optimal market-entry position for the firm. The study concludes with managerial implications along with future research topics.