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Will and Vision: How Latecomers Grow to Dominate Markets

Gerard J. Tellis

3.6/5 ( ratings)

A major goal of managers is to build strong brands that endure in competitive markets. Many managers assume that a primary determinant of long-term success is being a pioneer, or the first to enter a new market. It is based on the belief that market pioneers have the best name recognition, the highest market share and enduring marketing leadership. Firms are in a constant rush to be first to market. The scramble to set up websites and buy out Internet domain names are just examples. It can lead to the self-defeating strategy of rushing to market with incomplete, inferior, or flawed products.

Language: English

Pages: 256

Format: Hardcover

Publisher: McGraw-Hill Companies

Release: September 06, 2001

ISBN: 007137549X

ISBN 13: 9780071375498

Will and Vision: How Latecomers Grow to Dominate Markets

Gerard J. Tellis

3.6/5 ( ratings)

A major goal of managers is to build strong brands that endure in competitive markets. Many managers assume that a primary determinant of long-term success is being a pioneer, or the first to enter a new market. It is based on the belief that market pioneers have the best name recognition, the highest market share and enduring marketing leadership. Firms are in a constant rush to be first to market. The scramble to set up websites and buy out Internet domain names are just examples. It can lead to the self-defeating strategy of rushing to market with incomplete, inferior, or flawed products.

Language: English

Pages: 256

Format: Hardcover

Publisher: McGraw-Hill Companies

Release: September 06, 2001

ISBN: 007137549X

ISBN 13: 9780071375498

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