Document Type


Subject Area(s)

Business Administration


This study goes beyond most previous research on first-mover advantages by examining the broader concept of strategic marketing initiative. Specifically, a measurement scale was developed to assess the full extent of a firm's first-mover efforts. A total of 1200 firms were surveyed, with a response rate of 12.2%. The Strategic Marketing Initiative Scale developed exhibited high reliability, and has application in assisting management in recognizing marketing areas for first mover advantages. This can result in better timing of decisions about the strategy of when to act, contributing to the ability to create a competitive advantage around marketing initiatives.

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