Online Market Entry: The Motivations for Imitation across Retailer Types

Amit Bhatnagar, Ralitza Nikolaeva, Sanjoy Ghose

Research output: Contribution to journalArticlepeer-review

3 Citations (Scopus)


This study examines the motivations for imitation in retailers' online channel entry. Extant literature suggests that legitimacy and efficiency are the primary motivators for firms to imitate. We develop hypotheses that center on the belief that not all firm types would use the same motivator for deciding to imitate and enter the online market; legitimacy would be the driving force for some retailer types whereas efficiency would be the motivator for others. We test our hypotheses on unique data collected from multiple sources. Our findings confirm that the motivators for imitation vary across retailer types.

Original languageEnglish
Pages (from-to)151-166
Number of pages16
JournalManagerial and Decision Economics
Issue number3
Publication statusPublished - Apr 1 2016

ASJC Scopus subject areas

  • Business and International Management
  • Strategy and Management
  • Management Science and Operations Research
  • Management of Technology and Innovation

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