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Market Share Pioneering Advantage: A Theoretical Approach

Author

Listed:
  • Chaim Fershtman

    (Economics Department, Tel Aviv University, Tel Aviv, Israel)

  • Vijay Mahajan

    (College of Business Administration, University of Texas, Austin, Texas 78712)

  • Eitan Muller

    (Leon Recanati Graduate School of Business Administration, Tel Aviv University, Tel Aviv, Israel)

Abstract

In this paper we present an industry in which a pioneer has entered, accumulated capital in the form of goodwill, and in his monopoly period has also reduced his cost of production as a result of some form of learning by doing. At some later date a newcomer enters. His production cost is higher than that of the monopolist at that date. However due to diffusion of information, the costs of the two firms equate at some future date. Once the new firm enters the market a duopolistic game begins in which the firms choose prices and investment rates. Analyzing this game we discover the conditions under which the final market shares no longer depend on the order of entry, the initial cost advantage, the length of the monopoly period, or the length of time it took the newcomer to overcome the pioneer's cost advantage. We analyze the speed and pattern of convergence to the final market shares and the capital path of the pioneer in his monopoly period, depending on his beliefs concerning the possibility of entry.

Suggested Citation

  • Chaim Fershtman & Vijay Mahajan & Eitan Muller, 1990. "Market Share Pioneering Advantage: A Theoretical Approach," Management Science, INFORMS, vol. 36(8), pages 900-918, August.
    • Handle: RePEc:inm:ormnsc:v:36:y:1990:i:8:p:900-918
    DOI: 10.1287/mnsc.36.8.900
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    Citations

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    Cited by:

    1. Fischer, Timo & Henkel, Joachim, 2013. "Complements and substitutes in profiting from innovation—A choice experimental approach," Research Policy, Elsevier, vol. 42(2), pages 326-339.
    2. Zhili Tian & Haresh Gurnani & Yi Xu, 2021. "Collaboration in Development of New Drugs," Production and Operations Management, Production and Operations Management Society, vol. 30(11), pages 3943-3966, November.
    3. Erickson, Gary M., 2011. "A differential game model of the marketing-operations interface," European Journal of Operational Research, Elsevier, vol. 211(2), pages 394-402, June.
    4. Jonathan D. Bohlmann & Peter N. Golder & Debanjan Mitra, 2002. "Deconstructing the Pioneer's Advantage: Examining Vintage Effects and Consumer Valuations of Quality and Variety," Management Science, INFORMS, vol. 48(9), pages 1175-1195, September.
    5. Nair, Anand & Narasimhan, Ram, 2006. "Dynamics of competing with quality- and advertising-based goodwill," European Journal of Operational Research, Elsevier, vol. 175(1), pages 462-474, November.
    6. Ramasesh, Ranga & Tirupati, Devanath & Vaitsos, Constantin A., 2010. "Modeling process-switching decisions under product life cycle uncertainty," International Journal of Production Economics, Elsevier, vol. 126(2), pages 236-246, August.
    7. Jorgensen, Steffen & Zaccour, Georges, 2003. "Channel coordination over time: incentive equilibria and credibility," Journal of Economic Dynamics and Control, Elsevier, vol. 27(5), pages 801-822, March.
    8. Ziesemer, Thomas, 1993. "Dynamic Oligopolistic Pricing with Endogenous Change in Market Structure and Market Potential in an Epidemic Diffusion Model," MPRA Paper 61831, University Library of Munich, Germany.
    9. Ulrich Doraszelski & Sarit Markovich, 2007. "Advertising dynamics and competitive advantage," RAND Journal of Economics, RAND Corporation, vol. 38(3), pages 557-592, September.
    10. Erickson, Gary M., 1995. "Differential game models of advertising competition," European Journal of Operational Research, Elsevier, vol. 83(3), pages 431-438, June.
    11. Erickson, Gary M., 2012. "Transfer pricing in a dynamic marketing-operations interface," European Journal of Operational Research, Elsevier, vol. 216(2), pages 326-333.
    12. William Boulding & Markus Christen, 2008. "Disentangling Pioneering Cost Advantages and Disadvantages," Marketing Science, INFORMS, vol. 27(4), pages 699-716, 07-08.
    13. Ruiz-Ortega, Mari­a José & Garci­a-Villaverde, Pedro Manuel, 2008. "Capabilities and competitive tactics influences on performance: Implications of the moment of entry," Journal of Business Research, Elsevier, vol. 61(4), pages 332-345, April.
    14. Ulrich Doraszelski & Sarit Markovich, 2004. "Advertising Dynamics and Competitive Advantage," Computing in Economics and Finance 2004 61, Society for Computational Economics.
    15. Huang, Jian & Leng, Mingming & Liang, Liping, 2012. "Recent developments in dynamic advertising research," European Journal of Operational Research, Elsevier, vol. 220(3), pages 591-609.
    16. Min, Sungwook & Wolfinbarger, Mary, 2005. "Market share, profit margin, and marketing efficiency of early movers, bricks and clicks, and specialists in e-commerce," Journal of Business Research, Elsevier, vol. 58(8), pages 1030-1039, August.
    17. S. Jørgensen & G. Zaccour, 1999. "Equilibrium Pricing and Advertising Strategies in a Marketing Channel," Journal of Optimization Theory and Applications, Springer, vol. 102(1), pages 111-125, July.

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