This empirical study estimates the impact of several product innovation attributes on initial market share. We find that the product's advantage relative to competing products has the strongest market share impact. Incompatibility with customers' existing way of doing things does not have a...

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...

An economic theory of habit formation through consumption learning is developed to explain order differences in relative sales promotion expenditures among brands. The theory applies to consumer brands in equilibrium markets, where consumer information from sources other than advertising, sales...