{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,3,9]],"date-time":"2026-03-09T16:29:45Z","timestamp":1773073785951,"version":"3.50.1"},"reference-count":47,"publisher":"Emerald","issue":"9","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2025,10,14]]},"abstract":"<jats:sec>\n                    <jats:title>Purpose<\/jats:title>\n                    <jats:p>It is only logical that a firm aims to make a profit after entering the market. However, some firms enter the market with the goal of market expansion and even burn money to pursue market share, which is counterintuitive in practice. To explore the theoretical foundations behind this rare phenomenon, this paper focuses on discussing the impact of the market expansion entry strategy on the entrant firm and the incumbent firm.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Design\/methodology\/approach<\/jats:title>\n                    <jats:p>Using a game theory model of a supply chain with an incumbent and an entrant, this paper explores the mathematical conditions for the entrant to adopt either the traditional or the market expansion entry strategy and investigates the incumbent\u2019s benefits and losses under different entry strategies.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Findings<\/jats:title>\n                    <jats:p>The results show that when the market-expansion effect and the selling price ceiling are moderate, the entrant firm always adopts the market expansion entry strategy, and the incumbent firm obtains a free ride from the entrant firm and benefits from it. The entire industry profits and the industry consumer surplus are increased. In particular, we further investigate the cases in which the incumbent firm has a first-mover advantage or there is a troublesome cost, and the results confirm the aforementioned conclusions.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Originality\/value<\/jats:title>\n                    <jats:p>By considering market share as the entrant\u2019s goal, this paper contributes to the dual-purpose literature. Moreover, based on the model\u2019s mathematical results, this paper offers relevant management insights for the entrant and its stakeholders in the e-commerce platform.<\/jats:p>\n                  <\/jats:sec>","DOI":"10.1108\/k-01-2024-0109","type":"journal-article","created":{"date-parts":[[2024,5,5]],"date-time":"2024-05-05T00:43:26Z","timestamp":1714869806000},"page":"5241-5273","source":"Crossref","is-referenced-by-count":0,"title":["Is the incumbent crying or laughing: when does the entrant adopt the market expansion entry strategy?"],"prefix":"10.1108","volume":"54","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-5804-3914","authenticated-orcid":true,"given":"Shu","family":"Wang","sequence":"first","affiliation":[{"name":"School of Economics and Management, Southwest Jiaotong University , ,","place":["Chengdu, China"]}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-1768-4598","authenticated-orcid":true,"given":"Dun","family":"Liu","sequence":"additional","affiliation":[{"name":"School of Economics and Management, Southwest Jiaotong University , ,","place":["Chengdu, China"]},{"name":"Southwest Jiaotong University Service Science and Innovation Key Laboratory of Sichuan Province, , ,","place":["Chengdu, China"]}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Jiajia","family":"Nie","sequence":"additional","affiliation":[{"name":"School of Economics and Management, Southwest Jiaotong University , ,","place":["Chengdu, China"]},{"name":"Southwest Jiaotong University Service Science and Innovation Key Laboratory of Sichuan Province, , ,","place":["Chengdu, China"]}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"140","published-online":{"date-parts":[[2024,5,6]]},"reference":[{"key":"2026030906382125800_ref001","doi-asserted-by":"publisher","first-page":"251","DOI":"10.1016\/j.jbusres.2022.03.043","article-title":"How incumbents\u2019 response strategy impacts rivals\u2019 market exit timing?","volume":"146","author":"Aghaie","year":"2022","journal-title":"Journal of Business Research"},{"issue":"1","key":"2026030906382125800_ref002","doi-asserted-by":"publisher","first-page":"25","DOI":"10.2308\/accr-52166","article-title":"Beyond profits: the rise of dual-purpose organizations and its consequences for disclosure","volume":"94","author":"Arya","year":"2019","journal-title":"The Accounting Review"},{"issue":"5","key":"2026030906382125800_ref003","doi-asserted-by":"publisher","first-page":"559","DOI":"10.1108\/MIP-02-2019-0095","article-title":"Brand trust and brand loyalty in mall shoppers","volume":"38","author":"Atulkar","year":"2020","journal-title":"Marketing Intelligence and Planning"},{"issue":"1","key":"2026030906382125800_ref004","doi-asserted-by":"publisher","first-page":"117","DOI":"10.1111\/manc.12229","article-title":"Entry under an information-gathering monopoly","volume":"87","author":"Barrachina","year":"2019","journal-title":"The Manchester School"},{"issue":"4","key":"2026030906382125800_ref005","doi-asserted-by":"publisher","first-page":"479","DOI":"10.1108\/MIP-03-2019-0161","article-title":"Examining brand loyalty from an attachment theory perspective","volume":"38","author":"Boateng","year":"2020","journal-title":"Marketing Intelligence and Planning"},{"issue":"4","key":"2026030906382125800_ref006","doi-asserted-by":"publisher","first-page":"1763","DOI":"10.1108\/IJCHM-10-2017-0685","article-title":"Involvement in consumer-generated advertising","volume":"31","author":"Busser","year":"2019","journal-title":"International Journal of Contemporary Hospitality Management"},{"issue":"5","key":"2026030906382125800_ref007","doi-asserted-by":"publisher","first-page":"571","DOI":"10.1016\/j.omega.2011.11.005","article-title":"Implementing coordination contracts in a manufacturer Stackelberg dual-channel supply chain","volume":"40","author":"Chen","year":"2012","journal-title":"Omega"},{"issue":"2","key":"2026030906382125800_ref008","doi-asserted-by":"publisher","first-page":"21","DOI":"10.1108\/SL-01-2022-0002","article-title":"When and how to use a \u201cfighter brand\u201d to combat a low-price entry","volume":"50","author":"Deneffe","year":"2022","journal-title":"Strategy and Leadership"},{"key":"2026030906382125800_ref009","doi-asserted-by":"publisher","DOI":"10.1016\/j.tre.2020.102065","article-title":"Strategies analysis of luxury fashion rental platform in sharing economy","volume":"142","author":"Feng","year":"2020","journal-title":"Transportation Research Part E: Logistics and Transportation Review"},{"key":"2026030906382125800_ref010","doi-asserted-by":"publisher","DOI":"10.1016\/j.orp.2022.100243","article-title":"Nonconvex multicommodity near equilibrium models: energy markets perspective","volume":"9","author":"Fuller","year":"2022","journal-title":"Operations Research Perspectives"},{"issue":"3","key":"2026030906382125800_ref011","doi-asserted-by":"publisher","first-page":"536","DOI":"10.1287\/msom.2018.0705","article-title":"Strategic inventory and supplier encroachment","volume":"21","author":"Guan","year":"2019","journal-title":"Manufacturing and Service Operations Management"},{"issue":"3","key":"2026030906382125800_ref012","doi-asserted-by":"publisher","first-page":"1235","DOI":"10.1111\/poms.13607","article-title":"Supplier encroachment, information sharing, and channel structure in online retail platforms","volume":"31","author":"Ha","year":"2022","journal-title":"Production and Operations Management"},{"key":"2026030906382125800_ref013","doi-asserted-by":"publisher","DOI":"10.1016\/j.tre.2020.102036","article-title":"Removing barriers for grocery stores: o2O platform and self-scheduling delivery capacity","volume":"141","author":"He","year":"2020","journal-title":"Transportation Research Part E: Logistics and Transportation Review"},{"key":"2026030906382125800_ref014","doi-asserted-by":"publisher","DOI":"10.1016\/j.ijpe.2021.108368","article-title":"Channel encroachment and logistics integration strategies in an e-commerce platform service supply chain","volume":"244","author":"He","year":"2022","journal-title":"International Journal of Production Economics"},{"key":"2026030906382125800_ref015","doi-asserted-by":"publisher","first-page":"909","DOI":"10.1007\/978-3-319-57413-4_30","volume-title":"Handbook of Market Research","author":"Hohenberg","year":"2022"},{"issue":"1","key":"2026030906382125800_ref016","doi-asserted-by":"publisher","first-page":"317","DOI":"10.1287\/mnsc.2019.3549","article-title":"The causal effect of service satisfaction on customer loyalty","volume":"67","author":"Huang","year":"2021","journal-title":"Management Science"},{"issue":"6","key":"2026030906382125800_ref017","doi-asserted-by":"publisher","first-page":"1133","DOI":"10.1111\/poms.12860","article-title":"Retailer information sharing with supplier encroachment","volume":"27","author":"Huang","year":"2018","journal-title":"Production and Operations Management"},{"issue":"1","key":"2026030906382125800_ref018","doi-asserted-by":"publisher","first-page":"165","DOI":"10.1016\/j.ejor.2018.08.049","article-title":"Entry deterrence by timing rather than overinvestment in a strategic real options framework","volume":"274","author":"Huberts","year":"2019","journal-title":"European Journal of Operational Research"},{"issue":"6","key":"2026030906382125800_ref019","doi-asserted-by":"publisher","first-page":"2564","DOI":"10.1287\/mnsc.2019.3324","article-title":"Do corporate social responsibility engagements lead to real environmental, social, and governance impact?","volume":"66","author":"Li","year":"2020","journal-title":"Management Science"},{"key":"2026030906382125800_ref020","doi-asserted-by":"publisher","first-page":"102","DOI":"10.1016\/j.omega.2020.102213","article-title":"Supplier encroachment strategy in the presence of retail strategic inventory: centralization or decentralization?","volume":"98","author":"Li","year":"2021","journal-title":"Omega"},{"issue":"3","key":"2026030906382125800_ref021","doi-asserted-by":"publisher","first-page":"526","DOI":"10.1002\/smj.2501","article-title":"Entry, exit, and the potential for resource redeployment","volume":"38","author":"Lieberman","year":"2017","journal-title":"Strategic Management Journal"},{"issue":"1","key":"2026030906382125800_ref022","doi-asserted-by":"publisher","first-page":"71","DOI":"10.1016\/j.ijinfomgt.2010.05.008","article-title":"The effects of relationship quality and switching barriers on customer loyalty","volume":"31","author":"Liu","year":"2011","journal-title":"International Journal of Information Management"},{"issue":"10","key":"2026030906382125800_ref023","doi-asserted-by":"publisher","first-page":"3523","DOI":"10.1111\/poms.13447","article-title":"Supplier encroachment with multiple retailers","volume":"30","author":"Liu","year":"2021","journal-title":"Production and Operations Management"},{"issue":"3","key":"2026030906382125800_ref024","doi-asserted-by":"publisher","first-page":"886","DOI":"10.1016\/j.ejor.2020.11.018","article-title":"Partial outsourcing from a rival: quality decision under product differentiation and information asymmetry","volume":"292","author":"Mandal","year":"2021","journal-title":"European Journal of Operational Research"},{"issue":"3","key":"2026030906382125800_ref025","doi-asserted-by":"publisher","first-page":"284","DOI":"10.1002\/smj.805","article-title":"Pricing response to entry and agglomeration effects","volume":"31","author":"McCann","year":"2010","journal-title":"Strategic Management Journal"},{"issue":"1","key":"2026030906382125800_ref026","doi-asserted-by":"publisher","first-page":"173","DOI":"10.1177\/0047287519826233","article-title":"Consumption authenticity in the accommodations industry: the keys to brand love and brand loyalty for hotels and airbnb","volume":"59","author":"Mody","year":"2020","journal-title":"Journal of Travel Research"},{"key":"2026030906382125800_ref027","doi-asserted-by":"publisher","DOI":"10.1016\/j.elerap.2021.101113","article-title":"Market expansion vs. intensified competition: overseas supplier\u2019s adoption of blockchain in a cross-border agricultural supply chain","volume":"51","author":"Niu","year":"2022","journal-title":"Electronic Commerce Research and Applications"},{"issue":"4","key":"2026030906382125800_ref028","doi-asserted-by":"publisher","first-page":"961","DOI":"10.1111\/jems.12490","article-title":"Challenging the incumbent: entry in markets with captive consumers and taste heterogeneity","volume":"31","author":"Oertel","year":"2022","journal-title":"Journal of Economics and Management Strategy"},{"issue":"1","key":"2026030906382125800_ref029","doi-asserted-by":"publisher","first-page":"349","DOI":"10.1111\/caje.12581","article-title":"Oil price shocks, firm entry and exit in a heterogeneous firm model","volume":"55","author":"Patra","year":"2022","journal-title":"Canadian Journal of Economics\/Revue Canadienne D\u2019\u00e9conomique"},{"issue":"1","key":"2026030906382125800_ref030","doi-asserted-by":"publisher","first-page":"82","DOI":"10.1057\/palgrave.jt.5740100","article-title":"On the relative importance of customer satisfaction and trust as determinants of customer retention and positive word of mouth","volume":"12","author":"Ranaweera","year":"2003","journal-title":"Journal of Targeting, Measurement and Analysis for Marketing"},{"issue":"6","key":"2026030906382125800_ref031","doi-asserted-by":"publisher","first-page":"761","DOI":"10.1108\/MIP-09-2020-0421","article-title":"Gen Y consumers\u2019 brand loyalty: a brand romance perspective","volume":"39","author":"Rathnayake","year":"2021","journal-title":"Marketing Intelligence and Planning"},{"issue":"3","key":"2026030906382125800_ref032","doi-asserted-by":"publisher","first-page":"685","DOI":"10.1108\/IJOEM-09-2020-1128","article-title":"Impact of perceived brand authenticity on consumer behavior: an evidence from generation Y in Asian perspective","volume":"18","author":"Safeer","year":"2021","journal-title":"International Journal of Emerging Markets"},{"key":"2026030906382125800_ref033","doi-asserted-by":"publisher","first-page":"173","DOI":"10.1016\/j.jbusres.2017.06.017","article-title":"Brand loyalties in designer luxury and fast fashion co-branding alliances","volume":"81","author":"Shen","year":"2017","journal-title":"Journal of Business Research"},{"issue":"12","key":"2026030906382125800_ref034","doi-asserted-by":"publisher","first-page":"8829","DOI":"10.1287\/mnsc.2022.4308","article-title":"Demand expansion and cannibalization effects from retail store entry: a structural analysis of multichannel demand","volume":"68","author":"Shriver","year":"2022","journal-title":"Management Science"},{"issue":"1","key":"2026030906382125800_ref035","doi-asserted-by":"publisher","first-page":"71","DOI":"10.1016\/S0167-7187(00)00076-X","article-title":"A quick-and-easy method for estimating switching costs","volume":"20","author":"Shy","year":"2002","journal-title":"International Journal of Industrial Organization"},{"issue":"13","key":"2026030906382125800_ref036","doi-asserted-by":"publisher","first-page":"1229","DOI":"10.1002\/smj.502","article-title":"Incumbent pricing responses to entry","volume":"26","author":"Simon","year":"2005","journal-title":"Strategic Management Journal"},{"issue":"11","key":"2026030906382125800_ref037","doi-asserted-by":"publisher","first-page":"15539","DOI":"10.1007\/s11356-021-16823-w","article-title":"The impact of environmental regulation on foreign firms\u2019 exit: from the perspective of competition","volume":"29","author":"Tai","year":"2022","journal-title":"Environmental Science and Pollution Research"},{"issue":"3","key":"2026030906382125800_ref038","doi-asserted-by":"publisher","first-page":"252","DOI":"10.1002\/mar.20330","article-title":"Service quality, perceived value, corporate image, and customer loyalty in the context of varying levels of switching costs","volume":"27","author":"Wang","year":"2010","journal-title":"Psychology and Marketing"},{"issue":"8","key":"2026030906382125800_ref039","doi-asserted-by":"publisher","first-page":"2672","DOI":"10.1111\/poms.13400","article-title":"Supplier encroachment with a dual-purpose retailer","volume":"30","author":"Wang","year":"2021","journal-title":"Production and Operations Management"},{"issue":"2","key":"2026030906382125800_ref040","doi-asserted-by":"publisher","first-page":"563","DOI":"10.1016\/j.ejor.2017.03.052","article-title":"Price and quality-based competition and channel structure with consumer loyalty","volume":"262","author":"Wang","year":"2017","journal-title":"European Journal of Operational Research"},{"key":"2026030906382125800_ref041","doi-asserted-by":"publisher","DOI":"10.1016\/j.elerap.2020.100924","article-title":"A perspective on supplier encroachment in the era of e-commerce","volume":"40","author":"Xia","year":"2020","journal-title":"Electronic Commerce Research and Applications"},{"issue":"1","key":"2026030906382125800_ref042","doi-asserted-by":"publisher","first-page":"302","DOI":"10.1108\/K-08-2020-0491","article-title":"Modelling offline expansion strategies of online companies","volume":"51","author":"Xu","year":"2022","journal-title":"Kybernetes"},{"key":"2026030906382125800_ref043","doi-asserted-by":"publisher","first-page":"1","DOI":"10.1080\/03155986.2022.2150012","article-title":"Optimal channel choices and online refund policies in a low-carbon tourism supply chain considering carbon reduction level","volume":"61","author":"Xu","year":"2022","journal-title":"INFOR: Information Systems and Operational Research"},{"issue":"10","key":"2026030906382125800_ref044","doi-asserted-by":"publisher","first-page":"799","DOI":"10.1002\/mar.20030","article-title":"Customer perceived value, satisfaction, and loyalty: the role of switching costs","volume":"21","author":"Yang","year":"2004","journal-title":"Psychology and Marketing"},{"issue":"3","key":"2026030906382125800_ref045","doi-asserted-by":"publisher","first-page":"1089","DOI":"10.1016\/j.ejor.2017.12.027","article-title":"Supplier encroachment under nonlinear pricing with imperfect substitutes: bargaining power versus revenue-sharing","volume":"267","author":"Yang","year":"2018","journal-title":"European Journal of Operational Research"},{"issue":"1-2","key":"2026030906382125800_ref046","doi-asserted-by":"publisher","first-page":"1","DOI":"10.1007\/s10479-021-04124-x","article-title":"Contract design under asymmetric demand information for sustainable supply chain practices","volume":"324","author":"Yun","year":"2021","journal-title":"Annals of Operations Research"},{"key":"2026030906382125800_ref047","doi-asserted-by":"publisher","first-page":"1","DOI":"10.1155\/2020\/2859073","article-title":"Firms\u2019 strategic pricing and network externalities","volume":"2020","author":"Zhou","year":"2020","journal-title":"Mathematical Problems in Engineering"}],"container-title":["Kybernetes"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/www.emerald.com\/insight\/content\/doi\/10.1108\/K-01-2024-0109\/full\/xml","content-type":"application\/xml","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/www.emerald.com\/k\/article-pdf\/54\/9\/5241\/10358690\/k-01-2024-0109en.pdf","content-type":"application\/pdf","content-version":"vor","intended-application":"syndication"},{"URL":"https:\/\/www.emerald.com\/k\/article-pdf\/54\/9\/5241\/10358690\/k-01-2024-0109en.pdf","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2026,3,9]],"date-time":"2026-03-09T10:38:29Z","timestamp":1773052709000},"score":1,"resource":{"primary":{"URL":"https:\/\/www.emerald.com\/k\/article\/54\/9\/5241\/1257014\/Is-the-incumbent-crying-or-laughing-when-does-the"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2024,5,6]]},"references-count":47,"journal-issue":{"issue":"9","published-print":{"date-parts":[[2025,10,14]]}},"URL":"https:\/\/doi.org\/10.1108\/k-01-2024-0109","relation":{},"ISSN":["0368-492X","1758-7883"],"issn-type":[{"value":"0368-492X","type":"print"},{"value":"1758-7883","type":"electronic"}],"subject":[],"published":{"date-parts":[[2024,5,6]]}}}