The DOI matches its Crossref record.
Pioneer Advantage: Marketing Logic or Marketing Legend?
Abstract
Several studies have shown that pioneers have long-lived market share advantages and are likely to be market leaders in their product categories. However, that research has potential limitations: the reliance on a few established databases, the exclusion of nonsurvivors, and the use of single-informant self-reports for data collection. The authors of this study use an alternate method, historical analysis, to avoid these limitations. Approximately 500 brands in 50 product categories are analyzed. The results show that almost half of market pioneers fail and their mean market share is much lower than that found in other studies. Also, early market leaders have much greater long-term success and enter an average of 13 years after pioneers.
Overview
The claims and statistics of this paper haven’t been checked yet.
Run the check — free, no account needed. It reads the open-access text and checks the sources it cites.
Integrity signals
Registry
Cites
Statistics
Verification
Claims the paper makes
The claims and statistics of this paper haven’t been checked yet.
Run the check — free, no account needed. It reads the open-access text and checks the sources it cites.
Self-check
Percentages, sums and reported differences re-computed from the paper’s own numbers.
The self-check needs the paper’s full text.
Citations
Cited by
Corporate Entrepreneurship and the Pursuit of Competitive Advantage
Covin, J. G., & Miles, M. P. (1999) · Entrepreneurship Theory and Practice · doi:10.1177/104225879902300304 · Cited by 1,392
First-mover (dis)advantages: retrospective and link with the resource-based view
Lieberman, M. B., & Montgomery, D. B. (1998) · Strategic Management Journal · doi:10.1002/(sici)1097-0266(1998120)19:12<1111::aid-smj21>3.0.co;2-w · Cited by 1,256
Schilling, M. A. (2002) · Academy of Management Journal · doi:10.2307/3069353 · Cited by 663
Issues and Opportunities in New Product Development: An Introduction to the Special Issue
Wind, J., & Mahajan, V. (1997) · Journal of Marketing Research · doi:10.1177/002224379703400101 · Cited by 517
The Role of Environmental Dynamics in Building a First Mover Advantage Theory
Suarez, F. F., & Lanzolla, G. (2007) · Academy of Management Review · doi:10.5465/amr.2007.24349587 · Cited by 438
Metadata
- Authors
- Golder, P. N., & Tellis, G. J.
- Venue
- Journal of Marketing Research
- Publisher
- SAGE Publications
- Published
- 1993-05
- Volume
- 30
- Issue
- 2
- Pages
- 158-170
- ISSN
- 0022-2437 (ISSN-L)
- 1547-7193
- OpenAlex
- W3123704062
- Cited by
- 815
- References
- 0
- FWCI
- 48.96
- Type
- journal article
- Language
- en
- Open access
- closed
About these checks
Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
Statistics and arithmetic are recomputed, not judged.
Confidence bands are shown only for fields calibrated on our annotated test set. None is calibrated yet, so no band is shown.
What counts as a claim ›How we measure confidence ›How we check this ›
Are you an author, or do you see a problem with this page? Request a review
How to cite
Cite CoChat for the checks on this page, and the paper for its own findings.
- This page
- CoChat. (2026). Citation check: Pioneer Advantage: Marketing Logic or Marketing Legend? https://app.cochat.ai/papers/10.1177/002224379303000203
- The paper
- Golder, P. N., & Tellis, G. J. (1993). Pioneer Advantage: Marketing Logic or Marketing Legend? Journal of Marketing Research. https://doi.org/10.1177/002224379303000203
Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
