ENTRY STRATEGIES - A SURVEY

Entry strategies are the flip side of entry deterrence strategies. Whi le existing firms would like to discourage entry, new firms pre attrac ted into an industry precisely by the success of incumbents in keeping out competition and earning super-normal profits. It is shown in this paper that a prospective entrant can choose between various modes of entry. The entrant also has to decide on the scale of entry. While ent ry is a one-shot proposition, the process of entry itself and the vari ous considerations that determine entry have dynamic connotations that can be ignored only at the peril of endangering the long-term viabili ty of the new enterprise.