Note: The Impact of Leadtime and Years of Competitive Rivalry on Pioneer Market Share Advantages
Research has established that for surviving brands, market pioneers have a higher average market share than later entrants. By moving first, market pioneers often develop sustainable market share advantages. Longer leadtime, which is the time between entries, should increase these pioneer advantages. Using two leadtime measures, this prediction is supported across 34 categories of frequently purchased consumer goods. Increasing the years of competitive rivalry should help a later entrant slowly reduct the pioneer's market share advantage. After more than two decades in the market, second entants have eliminated the pioneer's market share advantage, but third and later entrants continue to trail the pioneer.
Volume (Year): 40 (1994)
Issue (Month): 10 (October)
|Contact details of provider:|| Postal: 7240 Parkway Drive, Suite 300, Hanover, MD 21076 USA|
Web page: http://www.informs.org/
More information through EDIRC
When requesting a correction, please mention this item's handle: RePEc:inm:ormnsc:v:40:y:1994:i:10:p:1370-1377. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Mirko Janc)
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.