Market Pioneering Advantage in the Successive-Generation of the Mobile Telecommunication Market

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dc.contributor.authorChang, Dae Ryunko
dc.contributor.authorPark, Se-Bumko
dc.date.accessioned2008-06-05T07:41:09Z-
dc.date.available2008-06-05T07:41:09Z-
dc.date.created2012-02-06-
dc.date.created2012-02-06-
dc.date.issued2007-09-
dc.identifier.citationKAIST BUSINESS SCHOOL WORKING PAPER SERIES-
dc.identifier.urihttp://hdl.handle.net/10203/4952-
dc.description.abstractThis research investigates whether market pioneering advantage in the previous-generation market can be sustained in the successive-generation market of a product category. The empirical data reported in the current research demonstrate that a market pioneer in the previous-generation market cannot sustain its market share leadership unless it also pioneers the successive-generation market. Also, pioneering the successive generation market with a new brand rather than an extant brand generates a greater market share reward for a market pioneer in the previous-generation when the ideal attribute combination of a successive-generation product is ambiguous. When the ideal attribute combination is unambiguous, the use of an extant brand rather than a new brand contributes to increased market share rewards for a market pioneer in the previous-generation market which enters first in the successive-generation market. The authors conclude that continuous market pioneering is necessary in the multi-generations of a product-market because perceived innovativeness mediates the order of entry effect.-
dc.languageEnglish-
dc.language.isoen_USen
dc.publisherKAIST Business School-
dc.titleMarket Pioneering Advantage in the Successive-Generation of the Mobile Telecommunication Market-
dc.typeArticle-
dc.type.rimsART-
dc.citation.publicationnameKAIST BUSINESS SCHOOL WORKING PAPER SERIES-
dc.embargo.liftdate9999-12-31-
dc.embargo.terms9999-12-31-
dc.contributor.localauthorPark, Se-Bum-
dc.contributor.nonIdAuthorChang, Dae Ryun-
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