Running head: FIRST AND LATE

First and Late Movers Name School

FIRST AND LATE Intro

Advantages of 1st Mover Ability to be the first to market. Saturate and monopolize the market before competition can. Significant profit margins. The ability to secure the resources.

Advantages of Late Mover Learn from the competitions mistakes. Enhance the product to surpass the existing market Ability to study the market and it needs. Potential to save on research and development (R&D).

Disadvantages of 1st Mover

Disadvantages of Late Mover

Expense of marketing a new product or idea. Expense associated with R&D. Development of the needed infrastructure. Risk of loss by second and third movers. Potential to miss the consumers needs. Incumbent Inertia (Golder, 2010)

Difficulty entering a saturated market. Creating a unique marketing edge. Might miss the life cycle of the product. Patent and copyright issues

Companies successful as 1st movers Coca-Cola Ford Motor Company Amazon eBay

Companies successful as Late movers Microsoft Google Under Armor Sony

FIRST AND LATE Companies unsuccessful as 1st movers Prodigy Communications Chux (Shilling, 2007) Thomas Carter Communications (Shilling, 2007) The DuMont Television Network (Shilling, 2007) Companies unsuccessful as Late movers Tucker Automobiles Commodore Computers Polaroid IndyMac Bank (Drea, 2009)

Then do a summary of the table, a recommendation and rational.

References Drea. (2009, January 14). The 25 worst business failures in history. Business Pundit, Retrieved from http://www.businesspundit.com/the-25-worst-business-failures-in-history/ Golder, P. (2010). Later mover (nonpioneer) advantage. Wiley International Encyclopedia of Marketing, doi: DOI: 10.1002/9781444316568.wiem01029 Shilling, A. (2007, June 18). First-mover disadvantage. Forbes, Retrieved from http://www.forbes.com/forbes/2007/0618/154.html