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Pioneer Advantage: Marketing Logic or Marketing Legend?

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Gerard J. Tellis at University of Southern California
Gerard J. Tellis
Peter N. Golder
Peter N. Golder
Peter N. Golder
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Abstract

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. The authors of this study use an alternate method, historical analysis, to avoid these limitations. Approximately 500 brands in 50 product categories are analyzed. The results show that almost half of the market pioneers fail and their mean market share is much lower than that found in other studies. Also, early market leaders have much greater long-term success and enter an average of 13 years after pioneers.
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Pioneer advantage: Marketing logic or marketing legend?
Golder, Peter N; Tellis, Gerard J
JMR, Journal of Marketing Research; May 1993; 30, 2; ABI/INFORM Global
pg. 158
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