ADVANTAGES OF FOLLOWERS IN EMERGING MARKETS

Year 2007, , 159 - 166, 10.06.2007

Dilek Zamantılı Nayır

https://doi.org/10.14783/maruoneri.684352

Abstract

As a consequence of globalization, companies consider the whole world as a potential marketplace. Throughout the 1990s, financial investors, corporate strategists and political leaders from industrialized fVestern countries have started to intensify their focus on emerging markets. Although proper entry timing into these markets is of prime importance, research until now has focused mainly on particular product sectors in the U.S. Studies on entry timing into emerging markets have claimed that early access to target markets is a desired sitııation since early entrants learn about the specifications of the market and adjust their marketing strategies accordingly. The present article argues, that being a second mover has many benefıts, too, because many examples illustrate how a late entrant may compete successfully with early entrants by identifying mistakes first movers make and bringing distinctive advantages to the market.

Keywords

Emerging Markets, First Mover, Follower, Competitive Advantage

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