First-mover literature suggests several pioneering advantages and disadvantages. This study investigates how managerial perceptions of these pioneering advantages affect first-mover decisions by service provider managers. According to the literature on mental models, managers will make...

In a quest for connecting with customers, the world's largest brands have gone online to develop communities to interact with consumers. Despite widespread adoption less is known about what motivates consumers to continually interact in these communities. Across six studies, we develop and test...