MKTG 471 Lecture Notes - Lecture 31: Reverse Engineering, Stratified Sampling, Decision Support System
19 May 2018
School
Department
Course
Professor
Marketing 471 Lecture 31
first mover advantage
achieve long term competitive advantages by being the first to offer a product
-market is free of competition
-reputation of a pioneer
-establishes brand loyalty
first mover risks
-high costs to created a new product
-faulty sales projections
-product may fail
late mover advantage
later market entrants achieve long term competitive advantages by not being the
first to offer a certain product
-learn from others mistakes
-lower initial costs
-more certainty about product and market
late mover risks
-patents and trade secrets prevent reverse engineering
-people are reluctant to switch brands
marketing research
find more resources at oneclass.com
find more resources at oneclass.com
