First Mover Advantage in Ecommerce

Sharif, Abdulaziz (2009) First Mover Advantage in Ecommerce. [Dissertation (University of Nottingham only)] (Unpublished)

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In order for any innovative firm to reap the rewards of their labour, they must employ a strategy that utilises the opportunity that their innovation generates. Often, highly innovative firms become first movers, having to not only to develop the innovation but also the market for that innovation.

The aim of this dissertation is to determine what elements contribute to garnering and sustaining First Mover Advantages and what elements mitigate First Mover Disadvantages in e-commerce. The dissertation will review case studies of high profile Internet Brands that are market leaders in their respective markets through context of the Market Evolution Matrix by Suarez & Lanzolla. Then the research will extrapolate the critical strategic elements in their markets.

The findings of this paper will address the critical areas of interest for firms seeking to capitalise on an innovation based on the type of market they are operating under including the tendency for second mover success in the technology led markets and the importance of customer service in a Calm Water market.

Finally this dissertation will introduce a frame work which assess the efficacy of key differentiators in sustain First Mover Advantages under differing market Suarez & Lanzolla market structures.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 13 Nov 2009 15:42
Last Modified: 01 May 2018 16:27

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