Boulding, William; Christen, Markus - In: Marketing Science 27 (2008) 4, pp. 699-716
Existing literature discusses a number of possible pioneering cost advantages and disadvantages. In this paper, we … empirically test three different sources of long-term pioneering cost advantage—, and —and three different sources of pioneering … industrial goods, we find support for five of the six sources of pioneering cost advantage and disadvantage in both samples …