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- Title
First-mover advantage: A synthesis, conceptual framework, and research propositions.
- Authors
Kerin, Roger A.; Varadarajan, P. Rajan; Peterson, Robert A.
- Abstract
Numerous conceptual and empirical studies advance the notion that first movers achieve long-term competitive advantages. These studies purport to demonstrate the presence of a systematic direct relationship between order of entry for products, brands, or businesses and market share. However, an objective assessment of the literature suggests that this view must be qualified. A broadened perspective is presented that highlights the complexity of this phenomenon and suggests that first-mover status may or may not produce sustainable advantages because of a multiplicity of controllable and uncontrollable forces. A conceptual framework identifying factors that underlie first-mover advantage and product-market contingencies that moderate the order of entry-competitive advantage relationship is proffered. Several research propositions relevant for marketing theory and practice are presented.
- Subjects
MARKET entry; NEW product development; COMPETITIVE advantage in business; MARKET share; MARKETING strategy; MARKETING research; PRODUCT management; MARKET positioning; MARKETING; INDUSTRIAL research
- Publication
Journal of Marketing, 1992, Vol 56, Issue 4, p33
- ISSN
0022-2429
- Publication type
Article
- DOI
10.1177/002224299205600404