Time Allocation in Entrepreneurial Selling: Impact of Consumer Peer Learning and Incumbent Reaction

How should technology entrepreneurs allocate their time to potential customers? Considering two important dynamics that influence consumers’ purchase decisions regarding new technology products, consumer peer learning and incumbent reaction, we study the tactical-level time allocation decision with a simple game-theoretic model. We offer an economic rationale for the entrepreneur's optimal time allocation for different levels of consumer peer learning and incumbent reaction as well as different revenue distributions between the buyers, and we discuss theoretical and practical implications for technology entrepreneurship.

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