Pioneering Advantage Revisited: the Moderating Roles of Form and Function in Consumer’S Evaluation of the Follower’S New Product

Sangwon Lee, Ball State University, USA
In this paper, the moderating roles of form and function of the new products to nullify pioneers advantage are examined. Results from the experimental study demonstrate that depending on the functionality level and form similarity, new product launch strategy needs to be different.
[ to cite ]:
Sangwon Lee (2013) ,"Pioneering Advantage Revisited: the Moderating Roles of Form and Function in Consumer’S Evaluation of the Follower’S New Product", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.