Rettie, Ruth; Hilliar, Simon; Alpert, Frank - In: European Journal of Marketing 36 (2002) 7/8, pp. 895-911
Pioneer advantage is derived from two sources: producer‐based advantages and consumer‐based advantages. The latter is relatively under‐researched. This research replicates and extends Alpert and Kamins’ (1995) research, which was the first to directly survey consumers. Since their...
