search query: @author Kerin, R. A. / total: 11
reference: 2 / 11
| Author: | Kerin, R. A. Varadarajan, P. R. Peterson, R. A. |
| Title: | First mover advantage: a synthesis, conceptual framework, and research propositions |
| Journal: | Journal of Marketing
1992 : OCT, VOL. 56:4, p. 33-52 |
| Index terms: | |
| Freeterms: | MARKETINGSTRATEGIE |
| Language: | eng |
| Abstract: | Earlier studies advanced the notion that first movers achieve long term competitive advantages. They demostrate a direct relationship between order of entry and market share. A new perspective is presented that highlights the complexity of this phenomenon and suggests that first movers may or may not gain advantages because of a variety of controllable and uncontrollable forces. A framework identifying factors that underlie first mover advantage and product/market contingencies is offered. Propositions relevant for marketing theory and practice are presented. |
SCIMA