The Effect of Population-Level Learning on Entry Likelihood in the Mobile Game Industry

Population-level learning has traditionally been used to provide an explanation for the underlying mechanism of industry change. But it has yet to examine the impact on strategic decisions such as market entry. This conceptual paper aims to provide an insight into how population-level learning affec...

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Bibliographic Details
Published inASIA MARKETING JOURNAL Vol. 21; no. 4; pp. 77 - 89
Main Authors Seong, Dusan, Kim, Sahangsoon
Format Journal Article
LanguageEnglish
Published 한국마케팅학회AMJ 2020
Korean Marketing Association
Subjects
entry likelihood
mobile game industry
organizational learning
population-level learning
Entry Likelihood
Mobile Game Industry
Organizational Learning
Population-Level Learning
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Summary:Population-level learning has traditionally been used to provide an explanation for the underlying mechanism of industry change. But it has yet to examine the impact on strategic decisions such as market entry. This conceptual paper aims to provide an insight into how population-level learning affects entry likelihood by acting as a tool for interpreting population-level changes. We study this in the context of the fast-paced mobile gaming industry where population-level information is salient and develop a set of propositions with regard to the likelihood of entry.
ISSN:1598-7868
2765-6500
DOI:10.15830/amj.2020.21.4.77