Boulding, William; Christen, Markus - In: Marketing Science 22 (2003) 3, pp. 371-392
There is strong theoretical and empirical evidence supporting the idea that “first-to-market” leads to an enduring market share advantage. In sharp contrast to these findings, we find that at the business unit level being first-to-market leads, on average, to a long-term. This result holds...