Asia Marketing Journal

Korean Marketing Association (한국마케팅학회)
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The Effect of Population-Level Learning on Entry Likelihood in the Mobile Game Industry

  • Seong, Dusan (College of Business Administration, University of Seoul) ;
  • Kim, Sahangsoon (College of Business Administration, University of Seoul)
  • Received : 2020.01.20
  • Accepted : 2020.01.29
  • Published : 2020.01.31
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Abstract

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.

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References

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