Consumer Preference Formation and Pioneering Advantage

TL;DR: In this paper, the authors compared the platform strategy of Apple and Samsung by using the IISI n model and found that the openness, which is a free entry of participants, and sharing of created value are important along with the excellent platform environment.

TL;DR: In this article, the authors investigate if a later entrant can reduce an order of entry effect by positioning itself as a low-price brand and if the type of low price brand impacts the effectiveness of this strategy.

TL;DR: In this paper, a retailer can choose between two spatial strategies with opposing consequences (locating a store close to a competitor's or looking for spatial isolation) when deciding where to open a new store, and the authors show to what extent the location of competitors can be important in a retailer's decision to build spatially his own retailing network.

TL;DR: In this paper, the authors explore market dynamics and strategic issues that contribute to a late entrant's success in achieving market leadership in the prescription (Rx) and over-the-counter (OTC) markets.

TL;DR: In this paper, the six stages of the research process provide a solid framework to ensure the development of students' conceptual and practical understanding of marketing research, which may be used for both upper-division undergraduate and graduate level courses.

TL;DR: In this paper, a review of empirical results from the psychological literature in a way that provides a useful foundation for research on consumer knowledge is provided by two fundamental distinctions: consumer expertise is distinguished from product-related experience and five distinct aspects, or dimensions, of expertise are identified.

TL;DR: Theoretical and empirical literature on mechanisms that confer advantages and disadvantages on first-mover firms are surveyed and recommendations are given for future research.

TL;DR: A context theory of classificatio n is described in which judgments are assumed to derive exclusively from stored exemplar information, and the main idea is that a probe item acts as a retrieval cue to access information associated with stimuli similar to the probe.