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Pioneer Advantage: Marketing Logic or Marketing Legend?
Peter N.Golder and Gerard J. Tellis. 1993. (View Paper → )
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.
Marketing legend. Contrary to popular belief, being the first company to enter a market doesn't guarantee enduring success. Pioneering advantages such as higher market share, brand recognition, and customer loyalty may not result from timing but from superior marketing and strategic execution. Other factors like technology, brand appeal, or positioning could allow later market entrants to overtake pioneers.
Research involving around 500 brands across 50 product categories revealed that pioneers average only about a 10% market share, significantly lower than previously reported. Nearly half of market leaders were not pioneers, and a pioneer's market share advantages tend to diminish over time. These findings suggest that while a pioneer advantage exists, it may be less significant and less permanent than previously assumed.
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