search query: @author Baker, M. J. / total: 4
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| Author: | Baker, M. J. Becker, S H. |
| Title: | Pioneering new geographical markets |
| Journal: | Journal of Marketing Management
1997 : JAN/FEB/APR, VOL. 13:1/3, p. 89-104 |
| Index terms: | INTERNATIONALIZATION INTERNATIONAL MARKETING STRATEGIC PLANNING INNOVATION |
| Language: | eng |
| Abstract: | This study contributes to better understanding of pioneering and pioneering effects. The distinction between New Product Development and Market Development implicit in Ansoff's Growth Vector Matrix ought to be recognised when evaluating and discussing first-mover advantages and made explicit by terming the latter pioneering and the former innovation. The existence of a hybrid form of pioneering involves a follover entering a market with an existing but differentiated product from the pioneer taken from their own portfolio. This is termed New Product Pioneering. Also in addition to conforming the existence of pioneering advantages and disadvantages, an effect was discovered and identified as a Pioneering Bonus. Pioneering seems to be a very dangerous strategy that is less likely to be successful than most people seem to think. |
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