Market Share Rewards to Pioneering Brands: An Empirical Analysis and Strategic Implications
通过实证分析发现，品牌进入消费品类市场的顺序与市场份额负相关，并建立了市场份额的对数线性模型，对82个品牌的分析结果在47个新品牌上得到验证，为先行者和后进入者提供了管理启示。
An empirical analysis indicates that the order of entry of a brand into a consumer product category is inversely related to its market share. Market share is modeled as a log linear function of order of entry, time between entries, advertising, and positioning effectiveness. The coefficients of the entry, advertising, and positioning variables are significant in a regression analysis on an initial sample of 82 brands across 24 categories. These findings are confirmed by predictions on 47 not previously analyzed brands in 12 categories. Managerial implications for pioneers and later entrants are identified.