Winning by Being the First to Market... or Second?
Abstract
Discusses the benefits and disadvantages of pioneering new markets compared with following prudently into new markets. Argues that which strategy is best depends on both conviction about the product and potential market and the firm′s ability to maintain market leadership. Concludes that a pioneering approach provides critical lead time whereas a follower approach yields benefits in fixed and variable costs.
Keywords
Citation
Haines, D.W., Chandran, R. and Parkhe, A. (1989), "Winning by Being the First to Market... or Second?", Journal of Consumer Marketing, Vol. 6 No. 1, pp. 63-69. https://doi.org/10.1108/EUM0000000002541
Publisher
:MCB UP Ltd
Copyright © 1989, MCB UP Limited