Fashionably late: Strategies for competing against a pioneer advantage

This study delineates the conditions under which a late entrant is able to outperform a pioneer brand by examining the value relevance of alignable and non-alignable attributes. The first experiment shows that the late entrant can surpass the pioneer by adopting either a distinctive (new, non-aligna...

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Bibliographische Detailangaben

Veröffentlicht in:	Journal of business research 2016-02, Vol.69 (2), p.718-725
Hauptverfasser:	Besharat, Ali, Langan, Ryan J., Nguyen, Carlin A.
Format:	Artikel
Sprache:	eng
Schlagworte:	Associative learning Brand equity Category-based learning Competitive advantage First-mover Late entrant Market entry Market entry strategy Pioneer advantage Strategic management Studies
Online-Zugang:	Volltext
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