Late Mover Advantage: How Innovative Late Entrants Outsell Pioneers
Journal of Marketing ResearchPublished 1 February 1998
Venkatesh Shankar, Gregory S. Carpenter, Lakshman Krishnamurthi
Citations346
SJR quartileQ1
SJR score6.96
SNIP2.42
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Abstract
Although pioneers outsell late movers in many markets, in some cases innovative late entry has produced some remarkably successful brands that outsell pioneers. The mechanisms through which innovat...
Keywords
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