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Marketing 5: Sustaining Competitive Advantage: Product and Place (First…
Marketing 5: Sustaining Competitive Advantage: Product and Place
Chapter 6: MP3 Managing Offering-Based SCA
(1) Offering and Innovation Basics
Innovation
Innovation Radar (4 Aspects)
Offering
Offering Equity
(2) Offering and Innovation Strategies
The State-Gate Approach
3 Stages
Downsides
Repositioning Strategies
Red Ocean Strategy
Blue Ocean Strategy
First Mover Advantage (Kerin)
(1) Perspectives on First Mover Advantage
Behavioral Perspective
Resistance
Early Adopters
Attribute Valuation
Empirical Documentation
Economic-Analytical Perspective
Entry Barriers
(2) A Conceptual Framework of First-Mover Advantage
Extends Current Thinking in 3 Ways
(3) Environmental Opportunity and Organizational Skills and Resources
Strategic Windows
2 Factors on which First-Mover Advantage depends
Omnichannel Retailing (Brynjolfsson)