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Market Pioneer and Early Follower Survival Risks: A Contingency Analysis of Really New Versus Incrementally New Product-Markets
Does the first entrant in a new market have a difficult time surviving or do first-mover advantages provide protection from outright failure? This emprical study of 264 new industrial product-markets yields insights into this controversial reserach topic. The key data analaysis insights arise through a comparison of survival risks in markets that were started with a really new product and in those that were started with an incremental innovation. When a pioneer starts a new market with a really new product, it can be a major challenge just to survive. In contrast, in markets started by an incremental innovation, maket pioneer survival risks are much lower. Notably, earlly followers have the same survival risk accross both types of markets. Overall, these results indicate that in markets started by a really nem product, the first to market is often the first to fail. In contrast, in markets started by an incremental innovation, it appears that first-mover advantages protect the pioneer from outright failure.
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| JM7001 | PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | Chicago, IL: American Marketing Association 2006 |
|---|---|
| Edisi | Vol. 70, No. 1, Jan., 2006 |
| Subjek | New product Market Incremental innovation Product-markets |
| ISBN/ISSN | 0022-2429 |
| Klasifikasi | NONE |
| Deskripsi Fisik | 19 p. |
| Info Detail Spesifik | Journal of Marketing |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas |