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First to Market, First to Fail? Real Causes of Enduring Market Leadership
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By Gerard J. Tellis and Peter N. Golder
Winter 1996
Reprint 3725
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Volume 37, Number 2, pages 65-75, 11 pages
Primary Topic: Marketing
SummaryManagers and entrepreneurs frequently adhere to the motto of being 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 pioneeers fail and early leaders succeed. They have found that market leaders embody five factors critical to success: vision, persistence, commitment, innovation, and asset leverage. |
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