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First to Market, First to Fail? Real Causes of Enduring Market Leadership
Gerard J. Tellis University of Southern California - Marshall School of Business, Department of Marketing Peter N. Golder New York University - Leonard N. Stern School of Business MIT Sloan Management Review, Vol. 37, No. 2, pp. 65-75, Winter 1996 Abstract: Managers and entrepreneurs frequently adhere to the Motto of being the first to market. But the authors have discovered that many pioneers fail, while most current leaders are not pioneers. Using a historical method, the authors try to determine why pioneers fail and early leaders succeed. They have found that market leaders embody five factors critical to success: vision, persistence, commitment, innovation, and asset leverage.
Keywords: first to market, market leadership, innovation Accepted Paper SeriesDate posted: June 02, 2006 ; Last revised: April 30, 2008Suggested CitationContact Information
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