Business Services Industry
Research Finds Being First in Marketplace Not Always Key to Success.
AScribe Business & Economics News Service, February, 2008
Byline: Purdue University
WEST LAFAYETTE, Ind., Feb. 25 (AScribe Newswire) -- Marketing research from three universities suggests it's not always best to be first.
Products from well-known brands may benefit from entering the market as followers rather than as the first of their kind because consumers don't judge new products in the same way they evaluate existing products, the researchers determined.
These findings suggest how managers can predict when a product might be more successful, said one of the researchers, James. L. Oakley, an assistant professor at Purdue University's Krannert School of Management.
The findings are detailed in a research paper that appears in this month's issue of the Journal of Consumer Research. In...
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