Pioneer Advantage: Marketing Logic or Marketing Legend?

Journal of Marketing Research, Vol. 30, No. 2, p. 158, May 1993

13 Pages Posted: 2 Jun 2006  

Gerard J. Tellis

University of Southern California - Marshall School of Business, Department of Marketing

Peter N. Golder

Dartmouth College - Tuck School of Business

Abstract

Several studies have shown that pioneers have long-lived market share advantages and are likely to be market leaders in their product categories. However, that research has potential limitations: the reliance on a few established databases, the exclusion of nonsurvivors, and the use of single-informant self-reports for data collection. The authors of this study use an alternate method, historical analysis, to avoid these limitations. Approximately 500 brands in 50 product categories are analyzed. The results show that almost half of the market pioneers fail and their mean market share is much lower than that found in other studies. Also, early market leaders have much greater long-term success and enter an average of 13 years after pioneers.

Keywords: pioneer advantage, market leadership, market share

Suggested Citation

Tellis, Gerard J. and Golder, Peter N., Pioneer Advantage: Marketing Logic or Marketing Legend?. Journal of Marketing Research, Vol. 30, No. 2, p. 158, May 1993. Available at SSRN: https://ssrn.com/abstract=906046

Gerard J. Tellis (Contact Author)

University of Southern California - Marshall School of Business, Department of Marketing ( email )

Hoffman Hall 701
Los Angeles, CA 90089-0443
United States
213-740-5031 (Phone)
213-740-7828 (Fax)

HOME PAGE: http://gtellis.net

Peter N. Golder

Dartmouth College - Tuck School of Business ( email )

Hanover, NH 03755
United States

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