yogesh joshi of university of maryland, david reibsteinand and john zhang of wharton business school found that when the question of optimal entry timing arises, firms shouldn’t necessarily enter a new market based on a strong leverage effect, a situation where a firm's presence in an existing market has a positive influence on product adoption in a new market. also, a backlash effect shouldn’t prevent the firm from entering a new market, a situation where social influence on the existing market is negative. researchers show that the optimal strategy is a trade-off between the three factors of leverage, backlash, and patience.