Merits Pioneer 5 Uživatelský manuál stáhnout pdf

15.835: Entrepreneurial Marketing

Session 2:

Competitive Advantage/

The First Mover Advantage

Pioneer Advantage/

The First Mover Advantage

• Pioneering new markets is expensive and risky,

but potentially very rewarding

because market pioneers enjoy advantages based on

early market entry.

• Pioneers are more likely to:

– Have high market share,

– Survive longer

– Be market leaders in their product category

Example: Photocopier (cont’d)

• However, his fight wasn't over. It took him another 6

years to find a business interested in his technology. He

approached companies like IBM, GE and RCA, but was

turned away.

• Finally, he was able to interest the Battelle

Development Corporation in his invention in 1944.

• In 1947, the Haloid Company was founded

• Later, the Haloid was renamed Xerox.

• In 1959, Xerox introduced an office copier, the 914,

which became the basis for the current multibillion-

dollar industry.

Oh! Pioneers!

• Product pioneer = first firm to develop a working model

or sample in a new product category

• Market pioneer = first firm to sell in a new product

category

– The first product to enter the market

Example: Photocopier

Inventor: Chester F. Carlson (1906-1958), a patent attorney

It was his job to prepare the paperwork which was

submitted to the patent office to register his company's

inventions and ideas. However, the patent office

required multiple copies which he had to duplicate by

hand.

Redrawing the copies took hours. What's more,

Carlson was nearsighted and had arthritis, which

made his job even more difficult. He knew there had to

be a better way.

He worked in the kitchen of his home in 1930’s.

[the first photocopy]

Voila! dry-copy! Electrostatics!

Example : The First Spreadsheet

• Targeted platform: Apple

• In 1982, Lotus introduced 1-2-3 for IBM PC.

• No patent protection

– In Sep.. 1983, Software Arts was sued by VisiCalc's publishers,

VisiCorp (originally named Personal Software). Software Arts.

Software Arts countersued.

– In the summer of 1984, a settlement was reached. VisiCorp was

eventually sold off to various players. Software Arts' assets were sold

to Lotus Development Corporation, the creators and publishers of the

1-2-3 spreadsheet, in 1985.

– In 1981, the US supreme court opened the floodgates of software

patents. Unfortunately for the players in the VisiCalc story, it came too

late to help them patent the spreadsheet.

– Lotus sued the makers of products; It claimed VisiCalc was too similar

to 1-2-3; it used copyright, not patent, protection.

1 2 3

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Strany 1 - The First Mover Advantage

15.835: Entrepreneurial Marketing Session 2: Competitive Advantage/ The First Mover Advantage Pioneer Advantage/ The First Mover Advantage • Pioneeri

Strany 2 - (a lot)

Evidences Against the Pioneer Advantage • PIMS data suffer from survival bias and self-reports bias; Most pioneers are market leaders for only 5 to 1

Strany 3

Answer (cont’d) • If late entrants can leapfrog pioneers with: – Superior technology – Better product quality – Better customer service – Better

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Merits Pioneer 5 Uživatelský manuál

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