This commentary is in response to the commentary, "Research on Non-Market Actions: A Commentary Essay" [Wang, C-J. Research on Non-Market Actions: A Commentary Essay. J Bus Res (2008)] on the paper, "First come, first served: How market and non-market actions influence pioneer market share"...

This study examines the relationship between the erosion of first-mover advantages and the competitive behavior of pioneer and follower firms in a service industry--in this case, the European mobile telecommunications industry. The research analyzes the role of market actions related to...