Mady, Tarek - In: International Journal of Emerging Markets 13 (2018) 5, pp. 734-757
Purpose: The purpose of this paper is to extend the research paradigm focusing on behaviorally-based first-mover advantages (FMA) by applying the widely-accepted Theory of Reasoned Action (TRA) and offers insights into differences between a mature market (USA) and an emerging market (EM)...