First-Mover Advantage: A Synthesis, Conceptual Framework, and Research Propositions

1992 ◽  
Vol 56 (4) ◽  
pp. 33-52 ◽  
Author(s):  
Roger A. Kerin ◽  
P. Rajan Varadarajan ◽  
Robert A. Peterson
Keyword(s):  
Conceptual Framework ◽  
Empirical Studies ◽  
Objective Assessment ◽  
Theory And Practice ◽  
Competitive Advantages ◽  
Marketing Theory ◽  
Order Of Entry ◽  
First Mover Advantage ◽  
Research Propositions ◽  
First Mover

Numerous conceptual and empirical studies advance the notion that first movers achieve long-term competitive advantages. These studies purport to demonstrate the presence of a systematic direct relationship between order of entry for products, brands, or businesses and market share. However, an objective assessment of the literature suggests that this view must be qualified. A broadened perspective is presented that highlights the complexity of this phenomenon and suggests that first-mover status may or may not produce sustainable advantages because of a multiplicity of controllable and uncontrollable forces. A conceptual framework identifying factors that underlie first-mover advantage and product-market contingencies that moderate the order of entry-competitive advantage relationship is proffered. Several research propositions relevant for marketing theory and practice are presented.

First-Mover Advantage: A Synthesis, Conceptual Framework, and Research Propositions

1992 ◽  
Vol 56 (4) ◽  
pp. 33 ◽  
Author(s):  
Roger A. Kerin ◽  
P. Rajan Varadarajan ◽  
Robert A. Peterson
Keyword(s):  
Conceptual Framework ◽  
First Mover Advantage ◽  
Research Propositions ◽  
First Mover

Advancing marketing theory and practice: guidelines for crafting research propositions

AMS Review ◽  
2021 ◽  
Author(s):  
Wolfgang Ulaga ◽  
Michael Kleinaltenkamp ◽  
Vishal Kashyap ◽  
Andreas Eggert
Keyword(s):  
Practice Guidelines ◽  
Theory And Practice ◽  
Marketing Theory ◽  
Research Propositions

If it is love, can I get my money back? A critical review of the brand love literature

2019 ◽  
Vol 19 (3) ◽  
pp. 147-159
Author(s):  
Salim Moussa
Keyword(s):  
Critical Review ◽  
Empirical Studies ◽  
Theory And Practice ◽  
Marketing Theory ◽  
Advertising Agencies ◽  
Brand Love ◽  
Extant Literature ◽  
Love Literature

Brand love is becoming central to modern marketing theory and practice. In academia, researchers are showing increasing interest in investigating its causes and consequences. In practice, a growing number of consultancies and advertising agencies are currently proposing love scores, love indices, and love rankings for brands. An exacting examination of the extant literature reveals, however, that: (1) brand love's conceptual proprieties have always been entirely elusive; (2) its measurement is still substandard; (3) extant empirical studies are full of methodological flaws and far-fetched findings; and that (4) researchers have ignored one important issue while investigating brand love, that is, culture. This paper tries to draw attention on the aforesaid four deficits with the intent of instigating discussions, debates and, in due course, a deeper understanding of this concept.

One piece does not a puzzle make: the first-mover decision as one piece on the foreign investment strategy puzzle

2014 ◽  
Vol 8 (3) ◽  
pp. 193-208
Author(s):  
Bradley J. Koch
Keyword(s):  
Foreign Investment ◽  
Empirical Studies ◽  
Investment Strategy ◽  
Strategic Decision ◽  
Investment Strategies ◽  
Strategic Decisions ◽  
Content Type ◽  
First Mover Advantage ◽  
First Mover ◽  
Better Than

Purpose – The purpose of this paper is to analyze the first-mover decision as one decision of a set of strategic decisions that ultimately determine performance. Design/methodology/approach – The author used survey data collected from foreign-invested firms in Sichuan, China, to test for evidence that first-movers perform better than late-movers. Findings – The results reveal that there is a first-mover advantage when the other strategic variables are not included in the model. When the entire set of strategic variables is included, however, the first mover variable loses its significance and the willingness of the foreign partner to commit additional resources becomes the best predictor of performance. Consequently, it was argued that foreign investment strategies should be analyzed as a set of strategic decisions managers make to formulate the best mix. Originality/value – The empirical evidence for the first-mover advantage may not be as well grounded as many have thought. When the first-mover strategic decision is analyzed in isolation from other strategic variables, which is commonly done in many empirical studies, it indicates that firms that enter China before their competitors perform better. Unfortunately, it is more logical to assume that managers dynamically develop a set of strategic decisions that ultimately determine the firm’s performance. To extrapolate one static decision from the strategic decision set and make broad assertions about its effect of performance is an over-simplification of the strategic decision process.

scholarly journals The Rise of Deepfakes: A Conceptual Framework and Research Agenda for Marketing

2021 ◽  
pp. 183933492199947
Author(s):  
Lucas Whittaker ◽  
Kate Letheren ◽  
Rory Mulcahy
Keyword(s):  
Artificial Intelligence ◽  
Machine Learning ◽  
Conceptual Framework ◽  
Research Agenda ◽  
Theory And Practice ◽  
Digital Content ◽  
Future Research ◽  
Marketing Theory ◽  
Artificial Intelligence Technology ◽  
The Media

Deepfakes, digital content created via machine learning, a form of artificial intelligence technology, are generating interest among marketers and the general population alike and are often portrayed as a “phantom menace” in the media. Despite relevance to marketing theory and practice, deepfakes—and the opportunities for benefit or deviance they provide—are little understood or discussed. This article introduces deepfakes to the marketing literature and proposes a typology, conceptual framework, and associated research agenda, underpinned by theorizing based on balanced centricity, to guide the future investigation of deepfakes in marketing scholarship. The article makes an argument for balance (i.e., situations where all stakeholders benefit), and it is hoped that this article may provide a foundation for future research and application of deepfakes as “a new hope” for marketing.

scholarly journals Size and dynamics of order-of-entry effects in pharmaceutical markets

2018 ◽  
Vol 60 (1) ◽  
pp. 50-66 ◽  
Author(s):  
Daniel Porath
Keyword(s):  
Representative Sample ◽  
Probit Model ◽  
Multivariate Model ◽  
Pharmaceutical Companies ◽  
Competitive Advantages ◽  
Pharmaceutical Markets ◽  
Order Of Entry ◽  
Long Run ◽  
First Mover ◽  
New Framework

In anticipation of long-run competitive advantages, pharmaceutical companies often try to enter new markets earlier than their competitors. It is questionable, however, whether this effort is really justified, because knowledge about the expected size of these order-of-entry advantages is scarce. Apart from confirming the existence of long-run advantages for the first mover for some selected brands, the literature gives hardly any guidelines. The objective of this article is to provide the information on the existence, the size, and the dynamics of order-of-entry effects, which is necessary for deciding on the optimal moment for a launch. The author proposes a new framework—a fractional panel probit model—which is fitted to a big and representative sample. With this procedure, order-of-entry effects can be measured in a multivariate model and as absolute market share differences, which is more informative for pharmaceutical companies than former measures.

Modeling the Effects of Psychological Pressure on First-Mover Advantage in Competitive Interactions

2016 ◽  
Vol 19 (5) ◽  
pp. 725-754 ◽  
Author(s):  
Tom P. Vandebroek ◽  
Brian T. McCann ◽  
Govert Vroom
Keyword(s):  
Formal Model ◽  
Empirical Studies ◽  
Performance Outcomes ◽  
Competitive Interactions ◽  
First Mover Advantage ◽  
Psychological Pressure ◽  
And Performance ◽  
The Relationship ◽  
First Mover

The relationship between psychological pressure and performance outcomes has been studied across a variety of sporting contexts. As an extension and complement to recent empirical studies, we construct a formal model of soccer penalty shoot-outs to determine the links between psychological pressure and first-mover advantage (FMA). Our approach indicates that even seemingly simple competitive interactions may include a rich, complex set of effects. We demonstrate that psychological pressure leads to FMA in shoot-outs; however, we show that this relationship can vary depending on a variety of different factors, such as the nature of the pressure, the magnitude of the pressure, and the specific rules governing the shoot-out. Overall, our work clarifies and extends knowledge of the operation of FMA and of how psychological pressure impacts performance outcomes in competitive interactions.

Editorial: Transnational Marketing

2013 ◽  
Vol 1 (1) ◽  
pp. 1-4
Author(s):  
Ibrahim Sirkeci
Keyword(s):  
Theory And Practice ◽  
New Venture ◽  
Marketing Theory ◽  
High Quality ◽  
Cultural Contexts ◽  
Organization Structures ◽  
Innovative Thinking ◽  
Critical Approaches ◽  
National Boundaries ◽  
Resource Environment

Transnational Marketing Journal is a new scholarly, peer-reviewed journal is dedicated to disseminating high quality contemporary research into transnational marketing practices and scholarship while encouraging critical approaches in the development of marketing theory and practice. It is an exciting new venture for us and we would like to invite innovative thinking, scholarship, and current research into marketing practices and challenges crossing national borders.In Transnational Marketing and Transnational Consumers, Transnational Marketing is defined “as understanding and addressing customer needs, wants and desires in their own country of residence and beyond and in borderless cultural contexts with the help of synergies emerging across national boundaries and transfer of expertise and advantages between markets where the organization operates transnationally with a transnational mentality supported by transnational organization structures and without compromising the sustainability of any target markets and resource environment offering satisfactory exchanges between the parties involved” (Sirkeci, 2013: vii).

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